Msg#: 5248 posted 11:42 pm on Jun 23, 2006 (gmt 0)
Hi, One of my clients wants to add a Hacker Safe Certification to the checkout pages.
I am concerned about that because instead of helping with conversions it could actually do the opposite. Users are ready to buy and they see something with the word HACKER, they immediatly think of hackers and quit the shopping.
What do you think?
The company that gives the certification claims it increases conversion rate, but I take it with a grain of salt.
Reminding people that there are dangers (albeit over emphasised) in online shopping does not seem to be the best way to improve conversions.
Even though you are stating that you are 'Hacker Proof', you are in fact stating that you have negated a negative rather than having a positive message.
Do diet soda brands (especially the dark brown ones) emblazen 'rots teeth less than regular soda' on their products? It's an extreme example, but reminding people of a bad thing is a no, no in sales. (unless it's a safety product you sell and it's the potential danger you are reminding them of).