Trust in business is like the wind. You can feel it. You know it is out there. However, can’t see it.
Luckily, in the eCommerce industry where the winds of trust must blow with all their force, trust can be seen. Or instead, eCommerce website owners can show them to their customers.
How might you wonder?
Think of the last online shopping transaction you did? Can you recollect the checkout page where you would have made the payment?
Remember seeing any of these icons or, seals?
These are called Trust Seals. A popular security measure demonstrated by eCommerce retailers to inspire confidence in customers.
Marie Dean from Crazy Egg defines a trust seal, “A trust seal verifies to visitors that a website is legitimate. Data is collected by the third-party trust seal company that confirms that the business is authentic.”
But, how can these trust seals inspire confidence where there are plenty of other ways to woo customers. Give them discounts, free shipping, promo codes, and much more.
Even if you give all these generous offers, your customers are bound to abandon your shopping carts. Payment security concerns are one of the prime reasons why customers do not complete their payment or abandon their shopping carts.
The Technical Background of Trust Seals
A security trust seal is also associated with an SSL certificate. SSL, which stands for secure sockets layer is a means of encrypting information sent and received across the Internet. SSL certificates are basically bit-sized files that are activated on the backend of a website. Once activated, they encrypt all information that is transmitted and received by the website’s server. The encryption ensures the customer data is not received as it is by any other third party, especially hackers.
Depending on the type of SSL certificate used, the level of security provided will also vary. Primarily, there are 3 types of SSL certificates.
- Extended Validation SSL certificates
- Domain Validation SSL certificates
- Organization Validation SSL certificates
To ensure the highest level of security, you can install cheapest EV SSL certificate on your website to display verified business name and enabled green padlock icon in the browser green address bar. To obtain an Extended Validation Certificate; a business a need to follow a strict validation process to authenticate their business identity. It improves trust and encourages customers to do a transaction.
The Significance of Trust Seals for eCommerce Websites
Business analysts, cyber security experts and eCommerce retailers have been conducting studies on the significance of trust seals for eCommerce businesses. All the studies have uniformly found that trust seals indeed have a positive influence on the overall conversion rate as well as customer security outlook about the business.
In fact, studies conducted by Comodo way back in 2005 revealed that customers had a good understanding of online security concepts, especially trust seals and HTTPS address bar.
So, let’s conclude that eCommerce websites with trust seals in their pages have a greater chance of selling better than the rest.
Success Stories of Trust Seals
The internet is flush with success stories of trust seals turning around fortunes for businesses. Businesses that included reputed trusted seals in their web pages were able to see a drastic increase in conversions.
One such success story is that of Blue Fountain Media. Blue Fountain Media did A/B testing using a VeriSign trust seal. The initial page of Blue Fountain Media without the trust seal is as under.
Obviously, this page failed to muster an impressive rate of conversions.
However, the below-seen page which was equipped with a VeriSign trust seal was able to see better conversion rates. There was an estimated 42% jump in sales.
Similarly, Virtual SheetMusic.com is another brand that was able to increase its conversion rates by inserting a trust seal in its checkout page.
Trust Seals – Are They Worth the Investment?
Investing precious money into a trust seal might make you rethink the decision. But, if you think deeper, trust seals can help negate your customer security concerns. Success stories also prove that they can lead to an increase in conversion rates.
So, yes; the investment in a trust seal is worth every penny. Now, What is website information get hacked during the transmission, after the configure an SSL Certificate? There is always a warranty comes with every premium SSL Certificate. However, the warranty amount may vary, depend upon the SSL type and brand.
Let the Numbers Speak
Still not convinced of the goodness of having an SSL certificate in your eCommerce website. Here are some vital stats to dispel your doubts.
According to Comodo:
- “78 percent of online shoppers say that a seal indicates that their information is secure”
- “88 percent of U.S. online shoppers say it is important for an e-commerce site to include a trust mark of some kind on its site”
- “71 percent of online consumers shop only at sites they know and trust, while 38 percent of online shoppers will only make purchases through sites that include a trust mark”
These numbers from one of the world’s most reputed security agency clearly indicate that trust seals are integral to the profitability of your eCommerce website.
If you are running an eCommerce website, you cannot miss out on having a trust seal. They are the best way to give positive assurance to your customers. Trust signals can be explicitly and can also be easily recognized by any kind of customers.