December 11, 2008, 12:00 AM

VeriSign extends online security features to Yahoo Shopping

With retailers including CanadaDrugs.com having increased sales after displaying VeriSign’s security seals, VeriSign is extending its security seals to retailer listings on the Yahoo Shopping comparison shopping site.

Paul Demery

Managing Editor, B2B E-commerce

With retailers including CanadaDrugs.com having increased sales after displaying VeriSign Inc.’s security seals, VeriSign is extending its security seals to retailer listings on the Yahoo Shopping comparison shopping site.

In a recent survey of 18 retail web sites that deploy its security seals, VeriSign found that displaying the presence of a security certificate has led to increases in sales ranging from 5% to 87%, says Tim Callan, vice president of VeriSign’s SSL unit. SSL is a widely used acronym that stands for Secure Sockets Layer, a common technology used to protect web sites from attacks on stored customer data.

Winnipeg, Manitoba-based CanadaDrugs.com has experienced a 30% rise in the number of sales transactions and a 29% increase in average order values since deploying VeriSign’s Extended Validation SSL Certificates, Callan says. When deployed on a retail web site, the Extended Validation certificates display green windows to highlight web page addresses and security certificates at the top of checkout pages.

On CanadaDrugs.com, for example, a shopper can click the green window displaying a lock symbol to activate a drop-down window that says VeriSign has identified the site as operated by Winnipeg-based CanadaDrugs.com. A shopper can continue to click into the window to view retailer’s security certificate and other information to ensure that the site is not a fake site operated by criminals out to steal customer data or commit other fraudulent acts.

VeriSign’s survey also showed that Overstock.com has experienced an 8.6% drop in abandonment since deploying the green windows indicating Extended Validation SSL Certificates on its checkout pages, Callan says.

VeriSign charges a base fee of about $1,000 per server per year for each Extended Validation SSL Certificate, a cost that declines when deployed on four or more servers. Each web site domain name typically runs with its own certificate.

In addition, VeriSign has recently made its VeriSign Verified seals available on merchant product listings in the Yahoo Shopping comparison shopping portal. The seals, identified with VeriSign’s trademarked check mark, can be clicked to open a window noting that VeriSign has confirmed the site’s authenticity. VeriSign is currently making the Verified seals on Yahoo Shopping pages available to clients at no extra charge, and it plans to make them available on additional comparison shopping sites next year, Callan says.

The VeriSign Verified seals on comparison shopping pages are expected to compliment the green bars on sites deploying Extended Validation SSL Certificates, which shoppers view after clicking from a comparison shopping portal to a retailer’s web site. Although the green bars mostly appear on checkout pages, Callan adds that some retailers are beginning to display them on home pages and other pages throughout their sites.

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