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The cert I want to buy costs $99 /year with a $25 setup. It comes with a "TrustLogo" but I don't really know what that is.
Also, which other non-SSL assurance logos/seals are most important? I've seen Better Business Bureau logo on a lot of sites. Is that one the best to use? Are there others I should consider?
I think you answered your question. Any 'trust' logo is only as good as your visitor's knowledge about its meaning when seeing it on your site.
If the visitor doesn't have a clue it might as well be called 'ThingyTrust' it wouldn't make any difference.
So we thought one more does not make any difference and created our own and put it on our shopping site. It says "secure shopping" and if you click on it a popup appears where we have put all the arguments together why shopping is secure on our site. Like SSL, 14 day revocation and so on.
Cost half an hours work and is as good as any other logo.
There has been such an inflation in "trust logos" they are not worth more than those "website awards" that used to be around.