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E-Commerce Times Discusses Recognizing Trust Marks

Created: 15 Dec 2009 • Updated: 18 Dec 2012 • 2 comments
Bob Angus's picture
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The E-Commerce Times just posted an informative article about differences in SSL and how online shoppers recognize trust marks. SSL Certificates: Safety, Nuisance, or Both? by Mike Pearson.

The discussion centers around the fact that consumers are now expect to see trust marks like the VeriSign Secured Seal or other security indicators like the padlock, https and the green address bar. But how easy is it for the bad guys to spoof those? Fortunately, it is not easy, especially for the most trusted brands like VeriSign.

VeriSign SSL blogger and VP Tim Callan was quoted in the piece. He reminds ecommerce merchants of the extra safety measures that VeriSign takes in protecting the value of the VeriSign Secured Seal by enforcing against spoofs. Additionally, the basic differences of SSL certificate authentication methods (domain validated, organizational validated, and extended validation) is highlighted in the context of industry standards and the total security promise of SSL.

The bottom line - ecommerce merchants need to establish trust and secure their customers' confidential data with the best. The good news is that your SSL investment usually pays of with a bump in sales and loyal customers.

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Gift Gal's picture

Interesting post Bob. As an employee of an ecommerce site we have seen more of a notice regarding padlocks and the https: indicators than from SSL certificates. What data do you have regarding consumers' awareness of Verisign's seal and it's impact on conversions?

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Bob's picture

3rd party research from Synovate in September 2008 showed that 91% of online shoppers in the US recognized the VeriSign Secured Seal. We published a white paper that used some of their findings.

That's great, but even better, we have several case studies where A/B split tests showed a range of 10-36% boost in conversion when posting the seal.

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