The apparel manufacturer is stepping up its digital marketing in hopes of connecting with a younger audience.
ScanAlert data show that conversion rates among shoppers shown a Hacker Safe certification mark averaged 14% higher. Still, positioning and promoting site security is something many online retailers don’t manage well, says MarketLive’s Jaye Sullivan.
With competing operational demands juggled by online merchants, it’s inevitable that sometimes the ball gets dropped on execution. One of the biggest areas in which some merchants aren’t doing as well as they could is in their failure to effectively position or promote site security, Jaye Sullivan, director of Internet strategy at e-commerce solutions and services provider MartketLive Inc., tells Internet Retailer.
“Especially as the web audience becomes more mainstream, these are the things that make a consumer feel comfortable with a purchase and reduce purchase barriers,” says Sullivan. Even so, she notes, “There are sites that are still not effectively managing that.”