Concerns over the security of personal and credit information when buying online kept shoppers from buying more at Illuminations.com-or so the candle and home accessories retailer found when it ran an A/B split test of ScanAlert Inc.`s Hacker Safe certification service. Displaying the program’s certification mark, indicating that personal and financial information was safe at the site, increased conversions by 8.56% during the test, which ran in the fourth quarter of 2005.
In all, the test ran across 3,581 orders at Illuminations.com to measure consumers` reaction to the Hacker Safe certification logo display. Visitors who saw the certification mark while shopping on the site made 147 more purchases than the control group that didn’t see it, according to ScanAlert.
“One of the primary barriers to consumers who might shop online is the fear of credit card and identity theft,” says Illuminations vice president, direct to consumer, Clay Lingo. Illuminations.com ranks No. 322 in the Internet Retailer Top 400 Guide to Retail Web Sites, “As soon as we added the Hacker Safe certification mark to our site to address the issue, we saw an almost instant lift in conversion.”
According to ScanAlert, the Hacker Safe certification mark has increased conversions an average of 14.2% compared to control groups in A/B tests at more than 300 online retailers. The service conducts daily security audits of subscribing web sites and certifies their compliance with security standards in real time through display of the logo.