How Website Trust Seals Nurture Bad Browsing Habits

By George Paliy

Advertisers selling a product or service on the web try to predict every possible scenario so that is can be manipulated to increase odds that you will buy.

From awareness about the offer through ads to actual purchase, or “conversion,” every step of the buying cycle is meticulously analyzed to achieve better results changing “visitors” into “customers.”

Sophisticated ad campaign tracking amplified by targeting technologies and algorithm-based behavioral data analysis provide a steady influx of interested visitors, but that’s merely step one for an advertiser. The outcome of the customer’s journey to purchase depends on a website’s usability, sufficiency of information about the product and seller, price and extra services, as well as security and payment methods available.

A combination of these factors translates into an emotion of trust which is decisive in our journey as customers. However, sometimes it’s not enough. One of the main concerns of e-shoppers is the security of the financial transactions and card details on sites. According to a study by Baymard Institute “How users perceive security during checkout,” 18 percent of users didn’t trust the website with their credit card info, abandoning the shopping cart. To convince users to trust a brand or site, advertisers have been using trust seals and logos on key pages, like the shopping cart, checkout page or registration page.

Significant percentage of users is reluctant to trust websites, when it comes to their financial info

In this article, we will discuss what exactly do some of the most well known site trust seals and logos mean to you as a customer and what is their proper usage. Sadly, fake seals/logos are widely used by cyber crooks out there, so we’ll discuss verification, which should help you to tell a real logo from a fake one.

From Perceived Safety to Understanding the Meaning of Trust Seals

During Baymard Institute’s “Checkout Usability Test,” researchers observed that many users “perceive” certain parts of checkout page as more “trustworthy” than the others. Parts of the page that contained trust or security seals have been perceived as safer ones.

Checkout page with no extra trust seals

Checkout page example #1

Checkout with extra trust seals

Checkout example #2

Out of these two examples many users would prefer the second one. It is perceived as more “robust” because of design and trust logos, giving a sense of improved safety when submitting card details. It is worth noting that each of the three logos in the second example verify a different aspect of safety, but most of non-technical customers would describe it as “trusted” or “safe”.

Trust is largely based on “feeling” rather than understanding technological details and advantages. In the case of example two, this feeling is assured by adding a “Secured” trust seal image issued by SSL/TLS certificate authority GeoTrust.

In reality, both websites above are using HTTPS/TLS connection protocol, which means that data including personal info and payment credentials is encrypted when communication between the browser and the website occurs. Additionally, a website’s SSL/TLS certificate Go to the full article.

Source:: Business 2 Community

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