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Design@Symantec

Study: Visual Cues Convey Security

Created: 26 Nov 2012 • Updated: 03 Jun 2014
Reshma Kumar's picture
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Strategically placed seals indicating that a site is secure increase the perceived level of security on a site.

In a study on checkout usability, it was found that visual cues of security like the Norton Secured Seal help customers feel more confident in providing their credit card information online. The study found that positioning also mattered where seals placed next to credit card form fields on a payment page provided an uplift in the perceived level of security by customers.

The study concluded that while customers might not understand technical jargon such as SSL or encryption, they got a quick and easy visual indicator like a security seal and were reassured in proceeding with their online transaction.

Symantec was also ranked #2 out of 100 ecommerce sites for checkout user experience. While we still have some room for improvement, it appears we are on the right track to providing a usable and secure buying process.

(Image source: Baymard Institute)