Comfy consumers convert at Yankee Candle
The Yankee Candle Co. Inc. has shown that with a little assurance, more customers will buy online.
The consumer brand manufacturer displays ScanAlert Inc.’s Hacker Safe certification icon on its e-commerce site pages, which in turn has helped convert shoppers into customers, says Michael Phillips, Yankee Candle’s Internet strategist. During A/B tests, the company achieved a 12.8% higher conversion rate in the segment viewing pages with the icon. As a result of the increased conversion, the company reports the subsequent sales boost paid for the security investment during the first month of use.
Phillips will discuss online security at the Internet Retailer 2006 Conference & Exhibition in an educational session titled “Getting the Nervous Nellies to Buy Online.” The session begins at 5 p.m. on Tuesday June 6.
“Regardless of the quality of your user interface design or how well your brand might be established, it is very likely there are visitors to your site who require a higher comfort level before converting to a buyer,” Phillips contends. “Security technology and certification can help reduce the level of anxiety some people associate with finalizing a purchase online.”
Yankee Candle Co. is No. 344 in the Internet Retailer Top 500 Guide to Retail Web Sites. The company’s web sales in 2005 hit $12.6 million, an 87.5% jump over $6.7 million in 2004, according to Internet Retailer estimates.
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