Recent touches on these topics with my clients . . .
One of my customers insisted on this. In case you don't know, there is a bit of a rigorous process he had to go through to be approved to display the BBB seal on his site. I didn't think it would be worth the trouble. But his memberships increased 10% immediately after using the seal. I suppose it depends on the market, this one was real estate. Which relates to . . . .
A second customer wrote: "I get calls from customers who are concerned because they don't see anything saying the site is secure. Is the site secure?"
The site in question has a 128 bit cert in force on the checkout pages. I explained about the lock icon, then it hit me . . . they are looking for some sort of gizmo or widget on the page that says "we're secure." We all know a graphic is just a graphic, all it does is increase load time - but these things mean something to the less than aware visitors.
Just a benchmark, not everyone visiting is as savvy as a developer.
"Correlation does not equate to causation" (or the other way around) - were your changes only visual or did they improve the usability of the site? :-)