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Do various trust seals improve conversion?
Trust seals improve conversion

 3:29 am on Jul 21, 2011 (gmt 0)

I am wondering if anyone has any experience with trust seals and having multiple trust seals on a site. Any effect on conversion? We have, of course, the SSL seal but I notice some sites have other seals in addition to SSL. Any thoughts?



 1:48 pm on Jul 21, 2011 (gmt 0)

The companies selling the seals will tell you it increases conversions.

We have have had many, many discussions here at WebmasterWorld about them (do a site search). Some people claim they work. Many years ago I was very sceptical about the whole thing. But over the last few years I have seen very large ecom retailers using them. It could be that they are just hopeful or are buying the sales pitch. But it could also be they have done A/B testing and have conclusive evidence.

It really shocks me that they are charging so much money for the seal. I cant believe it is worth it. But I guess if you are doing 10's of millions in sales increasing the conversion rate by a faction of a percent makes it worth it.


 1:54 pm on Jul 21, 2011 (gmt 0)

there's a company that advertises at pubcon that sells seals. ibought one at last pubcon. i dont measure conversions like that, but it does add to the overall trust look of the site. they do apparently use ab testing, you can actually have your site participate in it.


 2:59 pm on Jul 21, 2011 (gmt 0)

not definitive, or unbiased, but interesting.

on seals and trust issues, read anything you can find from Tim Ash.


 5:03 pm on Jul 21, 2011 (gmt 0)

I've heard good things from online retailers about the seals, but the price has to make sense. How much do seal badges cost these days?


 6:21 pm on Jul 21, 2011 (gmt 0)

Thanks All. I'm seeing them in the neighborhood of $60-$100 per month. I'm looking for ways to increase conversion - we get a lot of natural search but the conversion is quite low and I am wondering if additional seals will make a difference. We saw a definite bump when we had our click-able SSL seal put up, even though we had always had SSL in place. Just trying to find ways to improve trust. If we could display our eBay feedback it would help but eBay's policy doesn't allow this.


 8:01 pm on Jul 21, 2011 (gmt 0)

bizrate does a post-purchase questionnaire - it's free and easy to implement (place it on the final/order confirmation page).

The trust bizrate seal is not a big deal, but they quietly implemented a dynamic testominal posting last month - you can limit the average rating so only the best ratings show. Luckily for us, all our ratings are pretty good. It solves two problems at once (testimonials, third-party verification, trustworthy site).

[edited by: p5gal5 at 8:50 pm (utc) on Jul 21, 2011]


 8:46 pm on Jul 21, 2011 (gmt 0)

depends on the niche perhaps. everyone in my niche seems to want to be anonymous. i have a privacy policy, my address, my name and picture, a privacy trust seal, and i am putting up testimonials soon. i make it lear that there is someone at the other end of the site.


 8:54 pm on Jul 21, 2011 (gmt 0)

Great tip p5gal5! Shopping.com, Pricegrabber and Nextag have seller surveys as well. It's a great way to get more new customers and a free badge / seller review system at the same time.


 2:32 am on Jul 22, 2011 (gmt 0)

Thanks to all. Not sure what I am going to do, if anything, but excellent suggestions and comments.


 12:52 am on Sep 28, 2011 (gmt 0)

I think that these seals have little effect. You are better off focusing on usability if you want results.
IMHO: As far as reducing risks for shoppers, there is much more that comes with a professional-looking site, complete contact info and details on your "About Us" page than with a seal...
Good luck,


 4:27 am on Sep 28, 2011 (gmt 0)

I think that these seals have little effect. You are better off focusing on usability if you want results.

I get contacted about once a week lately telling me how much people like my website - they call me because there's an element of trust (and a phone call for me means a much greater chance of making a sale). Part of that's testimonials, part of that's a pic of me on the site with a bio, part of it's full contact info, part of it's a privacy policy........and part of is is a trust seal I have on my site specific to collecting personal information.

I'm pretty sure there's statistics that have shown that trust seals do improve conversions. But whether or not there is, I'm confident that it adds to my overall impression on my website.

I know on some searches I'm not #1 - but the sites above me have a faint greasy feel. Either they're harvesting information and selling it, or it's a one person operation - and it shows. Hey, I'm basically a one person operation as well, but I'm as professional as any large corp - and the badge on my website contributes to that professionalism, and thus to sales. People end up doing business with my site *after* they've gone through the top 2 or three results and didn't like what they saw.


 6:00 am on Sep 28, 2011 (gmt 0)

IMO, Trust seals may add to your websites reputation and confidence if those seals are closely related to what your products/services are. If you have quality contents, already driving tons of traffic and earning lots of conversions that is never an issue at all unless you think you you should have one or more of this trust seals.


 6:50 am on Sep 28, 2011 (gmt 0)

Consumers have to become more educated to click the seals and verify they are genuine.

Asian sites selling counterfeits of high end luxury branded goods are covered in faked "trust" seals, none of which are clickable.

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