October 23, 2007, 12:00 AM

PlumberSurplus.com benefits from broader use of HackerSafe security seal

Showing the security seal on its product listings on PriceGrabber.com and on its own retail site boosts sales through PriceGabber by 112% for PlumberSurplus.com, an online retailer of plumbing supplies and home furnishings.

Because many consumers worry about the security of online transactions, e-retailers have long posted seals indicating compliance with security programs on their sites. Adding that assurance of security to the product listings they feed to comparison shopping engines is increasing conversion rates for e-retailers, according to ScanAlert, which operates the HackerSafe online certification program.

Shopping engines PriceGrabber.com, Yahoo Shopping and Pronto.com have integrated ScanAlert Inc.’s Hacker Safe logo into their product listings. According to ScanAlert, the combination of a higher average click-through rate and a higher average conversion rate amounts to a 15.7% higher overall average sales rate when the seal is displayed on both the shopping engine results pages and the merchant’s site on click-through.

The seal, says Michael Wilson, vice president of business development at PriceGrabber, differentiates merchants’ listings and can influence consumers’ purchase decisions. For example, adding the HackerSafe seal to product listings on PriceGrabber produced a significant boost in sales for online retailer PlumberSurplus.com within the first three months of implementation, the retailer says.

Since the seal began appearing next to its product listings on PriceGrabber, daily average sales through that engine have increased 112%, according to Ryan Douglas, the retailer’s online marketing team leader. “These results are strong evidence that visitors are more confident in shopping online, and willing to spend more per order when shopping at PlumberSurplus.com,” says Douglas, who is looking to expand the use of the seal to his feeds to other shopping engines.

Retailers pay an additional fee for the HackerSafe logo to appear in comparison shopping listings.

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