Today, Internet Retailer published an article about the importance of online trust symbols. The article featured a new study from Bizrate Insights saying that 29% of shoppers look for an online trust symbol when making purchases online, regardless of brand. The study also states that consumers look for these symbols if they don’t see a secure URL (https://) on the page and during the beginning of their checkout process.
According to Bizrate, who surveyed over 6,000 online shoppers, 48% clicked on the trust symbol to verify the retailer, and 75% clicked symbols to read reviews and see the retailer’s consumer rating.
With a growing concern over identity theft, it’s important not to let little details like an online trust symbol slip through the cracks.
How important is a security symbol or seal? Based on Bizrate’s study, it could depend on consumer reviews on popular sites such as Yelp, Amazon, and CNET. The study revealed that 10% of shoppers will verify symbols if they read too many negative reviews, which could be damaging to a retailer’s reputation. With the holiday season right around the corner, this little detail may be one you don’t want to overlook.
If you’re an online marketer in the retail industry, you’re probably already busy planning on how you are going to manage seasonal fluctuations that can have an impact on traffic, conversions, inventory, and sales. By getting verified (if you’re not already) and adding a trust symbol to your site on your long list of to-dos, this could potentially result in an increase in sales, repeat customers, and improve the overall customer experience.
In one of my next posts, I’ll share with you some ways to maximize holiday traffic, without forgetting about the little details.