Chapter 17. Credibility/Trust

Several conversion authorities have tested the difference in their conversion rate when they have the "Hacker Safe," "TRUSTe," and similar logos on their site.

You'll have to test this yourself, of course, to see how much difference it makes in your business—a study several years ago showed that drawing attention to the order page being secure actually brought up concerns about security that the visitors wouldn't otherwise have had.

You can also get logos from your payment processing gateway (AuthorizeNet, PayPal, etc.), shipping company (FedEx, even USPS), and any other well-recognized company you may use.

When testing, make sure to test the logo position (top of page versus bottom, next to your order submit button, etc.).

http://www.i-cop.org/

http://www.honesteonline.com/

http://www.onlinebusinessbureau.com/

http://betterinternetbureau.com/

http://truste.com/

http://www.buysafe.com/

http://www.hackersafe.com/

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