September 1, 2005, 12:00 AM

In competing priorities, the guarantee of transaction security is a basic

ScanAlert data show that conversion rates among shoppers shown a Hacker Safe certification mark averaged 14% higher. Still, positioning and promoting site security is something many online retailers don’t manage well, says MarketLive’s Jaye Sullivan.

Paul Demery

Managing Editor, B2B E-commerce

 

With competing operational demands juggled by online merchants, it’s inevitable that sometimes the ball gets dropped on execution. One of the biggest areas in which some merchants aren’t doing as well as they could is in their failure to effectively position or promote site security, Jaye Sullivan, director of Internet strategy at e-commerce solutions and services provider MartketLive Inc., tells Internet Retailer.

Though other features such as the positioning of the site’s privacy policy and customer service contacts also help build shoppers’ trust of a site, the displayed guarantee of online transaction security is one of the elements most immediately visible. In fact, data gathered by online security auditing provider ScanAlert Inc. across more than 130 online companies that ran A/B tests comparing conversion rates showed that shoppers who saw a ScanAlert Hacker Safe certification mark on a site had a conversion rate averaging 14% higher than those on the same site who weren’t shown the mark.

“Especially as the web audience becomes more mainstream, these are the things that make a consumer feel comfortable with a purchase and reduce purchase barriers,” says Sullivan. Even so, she notes, “There are sites that are still not effectively managing that.”

 

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