...and Why You Should Never Make one.
Studies have shown that displaying a trust seal on your website improves customer confidence and shopping cart follow-through. If you display a dynamic Trust Seal, such as the Norton™ Secured Seal that shows the validity of your SSL Certificate, you are proving to customers that you are a valid and trustworthy business with the safety of customers in mind.
Trust Seals boost visitors confidence in a website. Every website that displays a reputable Trust Seal must go through a verification process and, as with the Norton™ Secured Seal, pass a daily malware scan – with the most up-to-date virus definitions - to be able to display the Trust Seal.
Not All Trust Seals Are Created Equal
Unfortunately there are un-reputable websites, or businesses that are more concerned about saving a few dollars than customer security, that are creating their own "Trust Seals" and some are copying real trust seals from Certificate Authorities (CA). There are even downloadable wizards to help anyone make their own Trust Seals, this is a dangerous practice and undermines the foundation of trust that the reputable seals are built upon.
Free or self-made Trust Seals will only hurt a business
Over 80% of online shoppers are savvy enough to look for a recognised Trust Seal before completing a transaction. A free, or self-made, Trust Seal displays to the world that a website has not been third-party verified as legitimate and doesn't view customer security as a matter of importance.
How Can You Tell if a Trust Seal is Trustworthy?
The Norton™ Secured Seal is dynamic, which means you can click on it and it shows that the website has been third party verified by the CA, this shows that it is not just copy/paste clipart on the webpage but embedded trust that can be relied upon. Also, it pays to note the domain name and Certificate Authority URL that has verified the website for further evidence that the Trust Seal is genuine.
Trust Seals are not just for websites with SSL Certificates or those collecting payments and personal information. Based on Norton Safe Web data – Symantec technology that scans the Web looking for websites hosting malware – over 60% of malicious sites are actually regular Web sites that have been compromised and infected with malicious code. Most free Trust Seal providers that have some sort of malware scan do so at a maximum of once per week. Not great odds when it’s hard-earned money and consumer confidence on the line. Remember to only visit trusted sites, and certainly never enter credit card details if there is any question about the identity of a web site. It is the norm, rather than the exception, that consumers are aware of safety when releasing payment or personal information. Give your customers confidence to shop, and visit, with you.