September 14, 2006, 12:00 AM

Conversions on American Musical Supply rise by 8.8% with security logo

In an A/B test, shoppers at AmericanMusical.com seeing a certification mark generated hundreds more orders than shoppers who didn’t see it. The logo indicates site compliance with a daily audit that assures the site meets security standards.

Paul Demery

Managing Editor, B2B E-commerce

American Musical Supply, one of the country’s largest online supplies of musical instruments, saw conversions on its site increase by 8.8% during a recent A/B test of a certification logo on its site.

 

The Hacker Safe certification mark from provider ScanAlert Inc. indicates that the site has performed up to government industry standards in daily security audits conducted by ScanAlert. ScanAlert serves up the certification mark directly to retailers clients’ web sites as long as a site security status remains in compliance as determined by the audits.

American Musical Supply, a multi-channel retailer ranked No. 344 in Top 500 Guide to Retail Web Sites, ran the test to see how Americanmusical.com shoppers reacted to independent site security certification. Shoppers served the logo in the test generated hundreds more orders than shoppers who did not see the mark.

 

“Hacker Safe certification generated an excellent ROI for us, particularly in maximizing the performance of our online advertising program,” says Pete Rubacky, American Musical Supply COO. Rubacky notes that the company was especially curious to determine the effects of increasing consumers’ confidence in the security of their information in transacting on the site, given that a large share of its customers come in through online ads.

 

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