McAfee Report Shows How Retailers can Increase Conversions by nearly 11%
I recently read a White Paper by McAfee entitled “Digital Window Shopping: The Long Journey to “Buy” How security influences purchase delay. The findings continue to confirm security concerns of website shoppers and the importance that qualified security symbols play in shopping cart conversions. The report noted that sales conversions were 10.85% higher for shoppers who were shown the McAfee SECURE trustmark.
The White Paper also referenced additional surveys in its findings.
The Eigthth Annual Merchant Survey (April 2009) sponsored by PayPal and comScore revealed that security concerns were sited by 21% of respondants as a cause of shopping cart abandonment. The leading cause of shopping cart abandonments was high shipping charges.
Jeff Goodell’s June 2009 Harris Interactive survey noted 45% of adults surveyed terminated an order or abandoned their shopping cart due to security fears and that 63% won’t purchase from a site that doesn’t show a trustmark even in an attempt to get a good deal.
It’s also important to note that not all trust marks are the same. A Yankee Group study entitled “Trust Marks: What’s Behind the Label Counts” noted that only trustmark services that provide “daily scanning of audits of a merchant’s website infrastructure can ensure the highest level of security and safety.” SSL, privacy and reputation logos are insufficient to protect consumers.
Security continues to be a big deal and its important to do everything possible to ensure that website shoppers feel secure throughout the shopping process. Posting reassuring security icons in the appropriate places throughout the site is a relatively inexpensive measure that can yield comfort and big results.
If you would like a copy of the report, please send me an e-mail at info@dlcainternetmarketing.com and I’ll forward the PDF.
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