May 18, 2011, 1:36 PM

HelmetCity.com’s conversion rate rises 10.1% after adding a security seal

The motorcycle helmets and accessories e-retailer says the guarantee reassures shoppers.

Zak Stambor

Managing Editor

Lead Photo

Motorcycle helmets and accessories retailer HelmetCity.com says an A/B test showed that consumers want the security of knowing their transactions are 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 in April and May, the retailer says visitors who saw buySafe's seal and bonding option were 10.1% more likely to make a purchase than consumers who did not.

“We pride ourselves on excellent, personalized customer service and the best prices,” says John Uyeyama, HelmetCity.com president. “BuySafe reinforces to our shoppers our commitment to great prices & customer service and the results of the A/B testing prove our shoppers do find it valuable.”

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

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

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