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Alternatives to merchant seals to improve conversion rates
02/03/2010
A web optimisation expert believes the trend of using merchant seals could backfire, and has other tips for adding credibility to a website and improving conversion rates.
In recent weeks we have seen merchant seals or verification badges mentioned a few times and, in many cases, they have dramatically improved conversion rates.
However, in a post on GrokDotCom, Brendan Regan, a senior persuasion analyst, pours some water on the idea that it alone will lead to checkout optimizations.
While he accepts that badges from respected names like Verisign and McAfee can put the consumer at ease, he questions whether their widespread use will lead to a dilution of its impact.
He cites the example of Groupon, which does not have any security badges on its website, and explains the measures it uses to assure the customer and drive conversions.
For a start, at the payment stage, he says the fact that the site asks for the card security code is reassuring, while well written FAQs also help build confidence in the consumer.
Another important part of the Groupon site is the 'Groupon Promise', a customised assurance, and Regan believes that it works better than other guarantees that only give "copycat credibility".
Crucially, by not choosing a merchant seal or security badge, websites can save money while still improving conversion rates using other methods.
However, in a post on GrokDotCom, Brendan Regan, a senior persuasion analyst, pours some water on the idea that it alone will lead to checkout optimizations.
While he accepts that badges from respected names like Verisign and McAfee can put the consumer at ease, he questions whether their widespread use will lead to a dilution of its impact.
He cites the example of Groupon, which does not have any security badges on its website, and explains the measures it uses to assure the customer and drive conversions.
For a start, at the payment stage, he says the fact that the site asks for the card security code is reassuring, while well written FAQs also help build confidence in the consumer.
Another important part of the Groupon site is the 'Groupon Promise', a customised assurance, and Regan believes that it works better than other guarantees that only give "copycat credibility".
Crucially, by not choosing a merchant seal or security badge, websites can save money while still improving conversion rates using other methods.