January 5, 2011, 3:08 PM

OrientalFurniture.com drives up conversion 7.6% with a security seal

The retailer says the guarantee serves as a differentiator.

Zak Stambor

Managing Editor

Lead Photo

Asian furniture, gifts and accessories retailer OrientalFurniture.com says an A/B test showed that consumers are eager to ensure their transactions protected. 

The test compared shoppers who saw the BuySafe Inc. seal on the site against a control group that was not shown that the seal. Clicking on the seal shows that BuySafe guarantees the delivery of purchases up to $500, offers up to $10,000 of protection if a consumer’s identity is stolen via the site and ensures that if the retailer drops the price of the item BuySafe will pay the difference up to $100. The guarantees are valid for 30 days.

After several weeks of testing throughout September and October, the retailer says visitors who saw buySafe's seal and bonding option were 7.6% more likely to make a purchase than consumers who did not see the seal.

"There are so many companies competing online today that consumers have the luxury of choosing among many merchants, which makes differentiating ourselves via our commitment to our customer extremely important," says Peter Givertzman, OrientalFurniture.com president.

Because of the boost to the site’s conversion rate, adding the seal to its site was a simple decision, he says.

“The testing validated the importance of BuySafe to our online business,” says Givertzman.

BuySafe says more than 3,000 merchants offer its bonds.

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