If your business isn't well known, most visitors won't have complete confidence in your website's security and credibility. By displaying trust seals, you increase trust and reduce anxiety.

Keep in mind that there is a wide variety in prices for trust seals. Purchasing from the most respected providers is highly recommended. Testing has proven that - seals provided by highly trusted providers yields the highest return on investment.

You may spend a few extra dollars - but the increase in sales will far outweigh the cost.

A study at Baymard Institute verifies these findings. Notice that a VeriSign seal wasn't included in this test. However, the favored seal - the Norton seal - is powered by VeriSign:

Source: http://baymard.com/blog/site-seal-trust

Display security seals

Security seals serve several purposes:

They verify to visitors that your website is secured with SSL and all sensitive information is encrypted.

They confirm that your website has been verified to be a legitimate business.

Some carry an "insurance" amount to back up their claims - adding more credibility and reassurance. These amounts can range from $10,000 on up past $250,000.

Use the Norton Shopping Guarantee

Address the increasing concerns of online shoppers regarding information security, product authenticity, merchant reliability and getting a good price. This solution is highly complementary to all the other trust and security solutions referenced in this document.

Online retailers who prominently display the Norton Shopping Guarantee benefits throughout the buying process are guaranteed to increase top line revenue by a minimum of 5%. The average lift in conversion for participating merchants is 7.4%.

Symantec provides a free trial and a/b testing tools so that the online retailer can quantify the conversion impact and optimize the solution to maximize profits.

Display business identity seal

The Better Business Bureau seal verifies that your business is in good standing with past customers and that you have had few or no complaints.

If your business is in superior standing, you can show that with your A+ rating.