Trust seals are basically certification that sends a message to potential customers that their data will be safe when they purchase your product from your ecommerce store. There are hacker safe seals, privacy seals, PCI compliance seals, business validity seals, even industry-specific seals, and more; so you need to determine what seal your online business can profitably use.
A report I was reading recently spoke about the value of trust seals and related dos and don’ts. A seal will bring an increase in conversions of 5% at the outermost limit as against the 70% and more that trust seal providers often claim. The report clearly stated that new websites should wait until they have substantial sales (a good $8,000 per month over a full year was recommended).
The VeriSign Trust Seal is available for sites that do not use SSL, such as a static web brochure or a site that uses a third-party payment system. An SSL certificate is essential for e-commerce stores. The Verisign is reportedly cheaper than many other seals, offers malware scans, and displays the seal in the search results. Other site seals to check out are McAfee, Truste, and BBB. You may even consider an EV SSL seal.
The seal YOU buy for your website or shopping cart should be from an authority that inspires confidence to go ahead and purchase a product from your site, knowing fully well that doing so will not compromise the security of their data (credit card and personal info), their online identity (with reference to identity theft), or their computer (with reference to malware, viruses, etc.).
Trust seals will have a positive or a neutral effect on your conversion rate but only to a limited extent. Shoppers in the US will definitely look for a well-recognized seal on your site before they make any transactions. They are looking for the assurance that their data is being entrusted to safe hands before they provide any of it. You can start with 2-3 seals on your site and keep feeling for the effect they have. Later, as business picks up, you could go in for more, although 10 seals on site are definitely not recommendable. Unless you were to devote a separate page for displaying all of them together.
The best way to get your customers to trust you is to offer services and / or products that win them over. With or without trust seals, it is the customers’ experience of your website that builds or destroys the trust.
Before you take the plunge and get a trust seal for your ecommerce store, ensure that it is going to bring you sufficient return on investment. Get yourself a trusted expert on trust seals first!
Then on, it’s your call.