Internet Video Starring 'Cart Whisperer' Offers Light-Hearted Take on a Business Pain Point
MOUNTAIN VIEW, CA (Marketwire) - VeriSign, Inc. (NASDAQ: VRSN), the leading provider of Internet infrastructure for the networked world, today launched "The Cart Whisperer," a creative viral marketing campaign that offers a humorous take on a topic that is no laughing matter for online businesses: abandoned shopping carts. Convincingly filmed with the single-camera look of today's reality TV shows, The Cart Whisperer serves to bring to light the motivations and behaviors behind shopping cart abandonment.
The segment chronicles the work of Liberty Fillmore, a man with unusual communication skills that allow him to "rescue" an abandoned shopping cart from a weed-choked parking lot and lead it back home to a shopping center. The video can be viewed at www.nomoreabandonedcarts.com.
The VeriSign campaign is aimed at highlighting the pain companies experience as they try to understand why consumers fill online shopping carts, only to abandon them before buying. In the face of an uncertain economy, online retailers are clamoring to find ways to turn shoppers into buyers. At stake are hundreds of millions of dollars in annual revenues lost to abandoned carts.
But that's changing, thanks in part to advanced security technology that provides instantly visible reassurance to consumers using the latest Web browsers, including Internet Explorer 7 (IE7) and the latest beta release of Firefox 3. When consumers using these browsers visit Web sites protected by VeriSign Extended Validation (EV) Secure Sockets Layer (SSL) Certificates, their browser's address bar turns green. That green bar signals to consumers they have reached a Web page protected by VeriSign EV SSL Certificates, instead of a convincing impostor page created by identity thieves. Such fraudulent pages are a common tool for e-criminals bent on stealing sensitive personal information, from passwords to Social Security Numbers.
More and more online businesses have found that Extended Validation protection is helping to reverse the costly trend of abandoned carts. For example, Scribendi, an online editing and proofreading service, saw its completed transactions rise by 27 percent, and DebtHelp.com, which connects consumers with companies that can help erase debt and rebuild credit, saw an 11 percent jump in the number of completed financial forms among consumers using IE7.
"Nearly every online business tracks abandoned carts and calculates the losses they represent," said Patrick Byrne, CEO and Chairman of the Board of Overstock.com. "While few businesses can afford to walk away from potential revenue, they do just that when they fail to do everything they can to build trust with their customers. VeriSign EV SSL Certificates allow us to establish an instant bond with customers, who know at once that they've reached our Web page and no one else's. It would be easy to say you can't put a price on that kind of protection, but every successful online retailer knows the price of foregoing that protection."
"Marketing analysts may formulate sophisticated methods to decrease abandoned shopping cart rates and drive transactions, but it's as simple as security: when consumers feel protected, they're more apt to purchase," said Tim Callan, vice president of SSL product marketing at VeriSign. "This is what companies like Overstock.com, Scribendi and DebtHelp have found. Our new viral campaign presents this issue within the familiar framework of today's popular culture. It's a fun and engaging way to present an issue worth thinking about — and for any company doing business online, an issue worth doing something about."
As the most respected and trusted SSL authority on the Web, VeriSign is the EV SSL Certificate provider of choice for more than 2,500 Internet domains, representing greater than 75 percent of the entire EV SSL Certificate market worldwide. In fact, over 93 percent of the Fortune 500 — and the world's 40 largest banks — rely on some form of VeriSign SSL Certificate to meet their security needs. To learn more about VeriSign EV SSL, visit http://www.verisign.com/EV-SSL
VeriSign, Inc. (NASDAQ: VRSN) operates Internet infrastructure services that enable and protect billions of interactions every day across the world's voice, video and data networks. Additional news and information about the company is available at www.verisign.com.
Statements in this announcement other than historical data and information constitute forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. These statements involve risks and uncertainties that could cause VeriSign's actual results to differ materially from those stated or implied by such forward-looking statements. The potential risks and uncertainties include, among others, the uncertainty of future revenue and profitability and potential fluctuations in quarterly operating results due to such factors as the inability of VeriSign to successfully develop and market products and services and customer acceptance of any products or services, including VeriSign's Extended Validation SSL Certificates and solutions, the possibility that VeriSign's announced services may not result in additional customers, profits or revenues; and increased competition and pricing pressures. More information about potential factors that could affect the company's business and financial results is included in VeriSign's filings with the Securities and Exchange Commission, including in the company's Annual Report on Form 10-K for the year ended December 31, 2006 and quarterly reports on Form 10-Q. VeriSign undertakes no obligation to update any of the forward-looking statements after the date of this press release.
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