It doesn’t really matter what your blog or website is used for, if your goal is conversions then having a trustly little seal on display for all to see makes a difference. It helps increase sales, brings more people back onto your site as repeat visitors and helps to garner more sign-ups to things like newsletters and the like. The tricky part is knowing which badges help more than others because the truth is that just about any official looking badge will help a little, but some badges hold more weight in the visitor’s eyes and it’s nice to know which one’s are heavy hitters while also keeping in mind which one’s may be a waste of time.
Online security has taken leaps ahead of where it was not even a full decade ago, there have been lots of improvements and that’s a good thing. However, people are still weary of various websites which have not yet been established or proven themselves to be trustworthy and that is where these “trust badges” come in. The Internet Crime Complaint Center’s database holds well over a Million complains pouring in at over 20k complains per month. A drop in the bucket compared to overall eCommerce transactions which take place globally each year but that is still a really large number of complaints! It’s important to help separate yourself from the pack of “indistinguishables” by pinning something to your site which shows the general public that you have their safety in mind.
Shopping cart abandonment to the tune of roughly 55% to 75% based on “trust factor” is an issue us marketers must deal with. Approximately 17% of would-be customers have expressed they’ve abandoned their purchase in the final stage do to concerns about payment security. They’ve also expressed that not seeing a trust seal at checkout was a huge concern. For as many people that may be unaware of what these trust seals are and what they mean, there are just as many people who do know what they’re for and what they mean for the security of your site and their wallet. That is why it’s important to seriously consider putting one on your site, even if you don’t participate in eCommerce, there are a number of different types of badges out there.
How Do These Badges Work?
A lot of these badges work on the SSL layer of security, that is the “secure sockets layer” encryption. Just about anytime you happen upon a website which has “https://” in it’s url instead of just “http://” you’re on an ssl encrypted website which is a good thing. The way this works is simple in idea, but of course much more complex in application. Technical jargon aside, an ssl encrypted connection puts a layer of security between your website and the person using it. This helps keep the flow of data between them and your website private which is ideal for keeping credit card numbers out of the wrong hands, addresses and other personal information from prying eyes and just about anything else secured.
It’s important to note that some of these trust badges don’t really come with any built in security measures, but are instead just a brand to show trust from a well known and established 3rd party. A great example of this would be the BBB (Better Business Bureau) which will award their seal of approval based on their own database. If your site falls within the acceptable approval range you can usually get this seal from their website. Of course this does open you up to more critique from visitors to your website, but that’s not a bad thing if you’re keeping ethical and doing what you can to keep your website secure and functioning well. Another one of these trust-based seals is TRUSTEe which you’ve probably seen around a number of sites. TRUSTe used to be much more popular in the early 2000’s but you can still find them being brandished around the internet.
Which Badges Work Best For Ecommerce?
According to some very in-depth research performed by various sources this is a tricky thing to answer but we’ll do our best. The brilliant minds over at conversionxl.com did some research on this and discovered a lot of really helpful information. There are divisions of badges and they are as follows:
- Business or Site trust (BBB, McAfee, TrustedShops)
- Site security (SiteLock, GeoTrust, thawte, Comodo)
- Brand associative trust (PayPal, Visa, Google, Shopify)
(image source: conversionxl.com)
Based on some clever detective work, the team at conversionxl was able to determine that the Visa logo was deemed the most familiar badge while Paypal was the most trusted. This would no doubt come into high effect during checkout time for online storefronts. It’s important to note that the Visa logo was the winner by a very significant margin. If you’re interested in seeing the results for yourself you can hop over to their site via the link provided to this study which has already been provided above.
What About Non-Ecom Websites?
Well, in short it’s been demonstrated that people are more willing to trust established brands. So, in light of that it’s easy to say that the…
‘Norton Secured’ badge: Click here to check them out.
‘McAfee Secure’ badge: Click here to check them out.
…win this race. Coming in close second would be the…
Every other badge drops off into the single digit percentile of demonstrated trust.
It’s also important to note that a lot of these website trust badges are not free, they come at a premium in some cases. However, it’s fair to say that the investment is well worth the potential boost in conversions. Some use cases have reported upwards of 30%+ gains in conversions after placing the proper trust / security seal on their website. This may be a bit on the “best case scenario” side of things, but chances are very likely you’ll see an increase in your own statistics pretty soon after installing one of these seals, or any of the other trusted alternatives.
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