Trust Seals Collection and How to Use Them to Increase Conversion Rates
Trust seals is the coined term used to refer to the images (see collection at the bottom of the article) websites use to address Fear, Uncertainty, and Doubt (FUDs) and move visitors forward in the conversion funnel.
Seals can be categorized into privacy seals, business validity seals, PCI compliancy seals, hacker safe seals and others. It may be useful to know that there are seals which are applicable only to certain industries (like the Pharmacy Checker for online pharmacies) and seals which can be used on most of the websites (business verification seals).
Smart online marketers use these seals transfer trust from a well-know company (i.e. Verisign) to their visitors and to make them feel comfortable about their privacy, confidentiality or other concerns they could have while visiting the site. Generally speaking, using them can increase the conversion rate of a website, but that’s not a rule.
Do they really have an effect on conversion rate? Yes, they do, but each seal will perform differently, simply because each audience is different for each site. While I do recommend displaying seals, I advocate testing. If used correctly the impact on conversion rate should be either positive or neutral. If improperly used (clicking is not working, fake seal, etc) your conversion rate could suffer.
Having 20 trust seals on each page of your website will hurt. Having none, may hurt also. For site wide use, you should display 2 or 3 of them, which are important and recognized by your audience. However, if you’re would like flex you muscles with 10 or more (which I don’t advise), I would recommend creating a dedicated page on your site, where you can lay all of them.
Here are some ideas when it comes to using and testing trust seals:
- start testing with 2 or 3 seals: one wide known (i.e. McAfee) and your industry-specific seals
- always display the seal above the fold; if your copy is way longer, repeat it near your call to actions
- test fix-positioned seals (i.e. comodo, remains in the same position at scroll) against layout integrated seals
- some seals should be displayed site-wide (on all pages) while other should be place in sensitive places (i.e. checkout)
- keep the seal in the same spot for the whole website (an exception can be the checkout pages, where you may have a different layout that the rest of the site)
- a good place to test seals is near the logo (top left) or on the top right corner of the site
- test the logo near the main Call to-Action button
- display seals in the checkout process
- at click on the seal, open the merchant site in a new window
The above are only some ideas, but you I am sure that you can think of your own tests. One thing in particular (never tested by us thou) is to test the effectiveness of a no-spam seal in email blasts :)
Here’s the collection listed in alphabetical order – click seals to enlarge – (back to top):
If I missed some, let me know. Enjoy testing!
Pitstop Media offers ROI based internet marketing services such as landing page testing services and conversion rate optimization services. Our A/B and multivariate tests have helped companies increase conversion rates by as much as 75%. Let us increase your conversion rates, too!