Industry Eye: Case Study - In Perfect Symphony
But Ferrari still wanted proof that a security seal, or lack thereof, could have such a drastic effect on sales. So he set up an A/B split test, presenting Virtual Sheet Music's website to half of its customers with the security seal and to the other half without. Conducted over the course of one month, the test revealed telling results: Visitors shown the seal generated 31 percent more sales than those who weren't.
"The only explanation I can find is that consumers feel more confident when they see that security seal on your site," Ferrari says. "Seeing the seal on the website gives them the needed trust to put their credit card details on ?the website."
Green Means Go
In addition to placing VeriSign's Secured Seal on its homepage and checkout page, Virtual Sheet Music now also employs VeriSign's EV SSL green address bar on its website. The technology for SSL encryption turns the address bar green if the SSL certificate is present when consumers begin purchases in newer, high-security browsers. Displayed on the checkout page, the technology serves as an additional trust indicator.
In another A/B split test, consumers who were able to see the EV green address bar generated 13 percent more sales than those consumers who weren't able to.
"The best analogy is a traffic light," says Ryan White, product marketing manager at VeriSign. "You pull up to a traffic light, it turns green and you go. It's the same on the internet. In the world of graphical user interfaces, green is good. When something is bad, it turns red; when something is good, it turns green."