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Trust Seal Example

The Importance of Trust Seals for E-Commerce Conversions

The concept of buying a product online is a risky one. Any successful transaction relies on an impressive number of expectations.

To make a purchase, you need to send money to an essentially anonymous individual who may be in a completely different country. You then expect that store operator to act in good faith and ship out your product.

At the same time, you expect that your personal data is protected from prying eyes. You expect that the shipping carrier is going to act in good faith and deliver the goods on-time. You expect the website administrator to take measures against accidentally exposing your data to hackers.

However, the Internet is decentralized. There is no single, all-powerful authority capable of establishing trust between you and some distribution warehouse in Shenzhen, China. For this reason, e-commerce store owners go to great lengths to establish trust with customers – and you should too.

What is a Trust Seal?

Trust Seal Example

If you have spent any time on the Internet, you have seen trust seals. They grace most professional webpages and make specific, branded promises. Major security firms like Norton and McAfee are some of the most readily identifiable – because they’re the most popular.

These seals tell website visitors that your website is legitimate – that a reputable third-party has verified that your business is authentic and your website is not leaking data to hackers and cybercriminals. Importantly, this message is implicit – it’s something that website visitors feel when they visit your site, even if they don’t know exactly what the trust seal means or does.

How Do Trust Seals Affect Conversion?

Interestingly, trust seals have been found to affect conversion rates. CrazyEgg carried out several case studies using A/B comparisons on websites to find out just how much of a difference trust seals can make.

  • Blue Fountain Media replaced a generic privacy policy reminder with a branded Verisign trust seal and saw a 42% increase in sales for the trust seal-containing page.
  • Virtual Sheet Music experienced a significant drop in sales when its trust seal provider removed the seal due to a contractual disagreement. Upon reinstating the seal, the website saw a 31% increase in conversions.
  • Clean Energy Experts found that adding a trust seal increased conversions by 137%.

The statistics clearly show that online customers prefer websites that offer a branded security guarantee to website users. 65% of online shoppers feel that Norton’s Secured Seal is a reliable indicator that a website is safe to browse.

How to Obtain a Trust Seal

Trust Seal Example

Obtaining a trust seal is easy – so long as you meet the requirements of trust seal providers. Generally, if you have an SSL certificate and an EV code signing certificate for your site, you qualify for a trust seal.

Your provider will ask you to implement some code on your site. This code will take care of the verification process, ensuring that your site meets the standards set forth by that provider. Once your site is verified, the provider will give you the code for implementing the site seal, and you are free to place it anywhere on your site.

You may notice that some sites have multiple seals. This is because specific seals assure website visitors of specific security concerns. For instance, the McAfee Hacker Safe seals makes a different promise than the BBBonline Business Trust seal. The three main types of seals are:

Privacy Trust Seals

These seals verify and certify your website’s privacy policy and regularly check up on your site to ensure that you follow your privacy policy.

Security Trust Seals

These seals ensure that your website is reasonably well-defended against cybercriminal activity and malware. Generally, you receive a security trust seal upon buying an SSL certificate.

Business Trust Seals

These seals verify the identity of your business and assure web users that you authentically represent your business and try to keep customers satisfied. If your web reputation is too low, you may not be able to get this seal.

Importantly, e-commerce store owners follow the same basic process to implement these seals. The provider’s code takes care of managing and verifying your website’s data, and they contact you to either approve or reject the application for the seal.

Ensure Compliance

Since the trust seals offer rely entirely on compliance with industry standards, you must ensure that your site is compliant with these standards. In most cases, professionally designed websites hosted on reputable platforms pass verification – if your site doesn’t, the trust seal provider will walk you through the process of achieving compliancy.

The entire process is beneficial for all parties involved. Your customers want to be confident in your website, you want inspire greater customer confidence, and your seal provider has a clear incentive to sell meaningful trust seals.

 

Women's hand typing on keyboard laptop with mobile smartphone

Use Product Reviews to Drive Sales – Conversion Optimization

Sample Product Reviews

As any ecommerce customer knows, product reviews are a critical part of the online buying experience. Analytic tools give you a unique opportunity to learn about customer psychology and implement solutions for addressing their needs.

Reviews aren’t capable of driving sales on their own – they need to be understood through analysis. Analytics turn reviews into tools for conversion optimization. You can use reviews to generate conversions, ramp up product reviews, and sell more products.

The intersection between analytics and conversion optimization is important because of how usage data can lead to better decision-making. For instance, a website with a high bounce rate may be poorly designed or addressing the wrong audience.

This is a situation that calls for optimizing the store’s conversion strategy. Product reviews are an ideal place to start.

Get Good Product Reviews

In the world of ecommerce, few messages are more powerful than an excellent product review. Almost every e-commerce platform includes some sort of reviewing mechanism – whether in the form of a one-to-five star rating or via lengthy, descriptive, and often entertaining comments.

The greater task of conversion optimization relies, in part, on racking up excellent product reviews. This is because having large numbers of good reviews establishes a sense of legitimacy that is almost impossible to generate otherwise. As eConsultancy.com points out, user reviews increase conversions.

• Having more than 50 reviews per product can lead to a 4.6% conversion rate increase.

• Customers are 63% more likely to buy products from websites that offer user reviews.

• Reviews keep visitors on-site.

88% of consumers consult reviews when making a purchase.

Reviews can drive conversions – but how can ecommerce store owners increase the number of reviews their products generate? In short, by asking for them.

Get Bad Reviews Too

30% of online consumers assume that product reviews are fake if no negative reviews are shown, according to Vendasta. When creating a strategy for online reviews, ecommerce store owners need not be afraid of the criticism that an unfavorable review entails.

Unless the review is so scathing that it absolutely needs to be censored, including it is usually a good idea. Leaving the occasional negative review in with a mostly-positive set of responses is a good way to give the process a sense of authority and trustworthiness.

Importantly, brands need to respond to negative reviews quickly and decisively. More often than not, an unfavorable review is one of the best chances for a brand to gain a new, loyal follower and publicly promote itself in a positive way.

Doing this successfully requires solving the customer’s problem and demonstrating that the business is committed to continuously improving itself.

Test Post-Purchase Copy to Get More Reviews

Knowing that reviews help customers make purchase decisions and that having only good reviews is undesirable, e-commerce store owners have good reason to get as many reviews as possible. With luck, the percentage of good reviews to bad ones will be in the upper 90s, showing that, overall, people are happy with the products or services they receive.

One of the first ways e-commerce store owners increase review responses is through better handling of their post-purchase copywriting. Most customers are generally willing to sign up for email newsletters or other tertiary services after they’ve made a purchase with a specific brand. Asking for a review can be one of the most valuable post-purchase actions a customer can make.

Successful post-purchase copy asks for a review without seeming insincere. Generating a sense of authenticity will produce the greatest benefits at this stage in the conversion cycle.

The following strategies tend to produce results.

• Offering return customers a discount code for leaving reviews can help incentivize the process.

• Some online retailers reach out to customers on social media. Any social media user who tags the brand or mentions it is likely to respond favorably.

• Follow-up emails work when they are targeted and narrowly focused. Run A/B comparisons to get an idea of what types of email marketing campaigns work. Digital receipts, for instance, enjoy a 65% open rate and a 10.7% click rate.

Reviews Offer SEO Benefits

On a concluding note, product reviews carry significant SEO benefits. Each review consists of unique, often keyword-heavy content useful for search engines, which can increase ranking. One of the most useful keywords that reviews help boost is “[product name] + review”, which is a top-performing search term for most products.