Here at Monetate Labs we work on problems on the cutting edge of ecommerce personalization. Recently our focus has been on omnichannel personalization. We’re interested in finding ways to help our clients drive better engagement an…
Guerrilla UX Studies Workshop at Car HMi 2018 Conference in Detroit, Michigan I’m pleased to have been invited to conduct my popular Guerrilla UX Studies workshop at this year’s Car HMi conference in Detroit, Michigan. This workshop is a cr…
In this article, we’ll show you 3 of Norton and McAfee trust seals that led to an increase in revenue. Learn more about when and how to use trust seals on your site.
We’ve tested security and customer service seals countless times in our ten years analyzing eCommerce websites. Here’s a little of what we’ve learned:
- Seals are more important if your company or your industry has trust issues.
- Seals are more likely to positively impact smaller or lesser known brands. If you’re Amazon or Walmart, seals don’t matter as much.
- Certain seals work better than others.
When we say certain seals work better, we don’t just mean building trust in your brand. Seals can also positively impact your SEO — since increased trust in your site can result in longer site visits and lower bounce rates.
The right trust seal can also increase conversions.
In this article, we’ll show you three tests we’ve conducted with Norton and McAfee seals that led to an increase in revenue, and we’ll conclude with recommendations for when and how to use different trust seals on your site.
Our Recent Tests on Trust Seals and Why We Tested McAfee and Norton
We’ve tested numerous seals in our work (McAfee, Norton, BBB, etc.).
Through our testing, we’ve consistently found:
- Authorize.net, TrustGuard, and Trustwave seals can actually lower conversion rates
- GeoTrust and BizRate seals tend not to impact conversions one way or another
- BBB, Norton, and McAfee seals are the most likely to increase conversions
Norton and McAfee are trusted and well-recognized brands in the digital security market. Similarly, BBB is the biggest brand in customer service ratings and has a huge trust factor.
Other security brands, such as Authorize.net, TrustGuard and Trustwave, are cheaper (and sometimes even free with hosting), and they tend to be associated with less professional sites. This association, in turn, decreases the trust of other sites that use them.
We’ve learned that the McAfee seal is—at the moment—the most likely to increase conversions and the one we use most on client sites. As you’ll see from our recent tests, in all cases, conversions improved with the McAfee seal and decreased without it.
Note: Still unsure which security and customer service badges are right for your site? Or looking for other ways to optimize your site for conversions? Contact us here.
Test No. 1: Electronics eCommerce Site
We evenly split over 78,000 visitors between three versions of an electronics eCommerce site. The three versions of the test were the same in every other way except the presence of no badge, a Norton security badge, or a McAfee security badge. Showing the McAfee badge returned the highest lift rate of 15.7% with a 97% confidence score.
Most sites that use a McAfee seal, including this client’s site, choose to use a floating badge, which sits on the bottom of the screen.
Test No. 2: Outdoor Gear eCommerce Site
On an eCommerce site specializing in a popular outdoor gear line, around 42,000 visitors were split between a site with no badge and one with a floating McAfee badge. The version of the site featuring a McAfee SECURE badge saw a 21.5% lift in conversions with a 95% confidence rate.
Test No. 3: House Plans eCommerce Site
For this test, half of the site visitors, over 156,000, saw a McAfee badge in the header of the homepage and all product pages, as well as a floating McAfee badge on the bottom of the screen. This version resulted in a $24,229 increase in revenue compared to the control. This test has a 100% confidence score.
Will You See These Results If You Add a Trustmark like McAfee SECURE to Your Site?
The tests detailed above are common in our experience, which is why adding a McAfee SECURE seal to our clients’ websites is often one of the first things we test in our conversion optimization process.
We suspect if you add a McAfee SECURE badge to your site, you’ll see a noticeable bump in conversions and revenue, because it almost always goes that way for our clients.
With that said, nothing in CRO is universal, and every site is unique. Our advice is that every eCommerce site should at least try adding a trustmark like McAfee SECURE and see what happens.
How to Test
We always advocate for testing on a particular site, especially if you’re considering a trust or security seal not discussed in this article. You should even test seals related to your industry.
The right placement makes a difference and should be tested. Raising questions about the security of someone’s money and identity while a customer is making a decision about a product may derail their willingness to buy online or simply at that moment from your site.
Where raising security concerns on the cart/checkout pages on one site may cause customers to react poorly, on another site, it might help raise conversions.
Consider testing a floating versus static seal, as well as testing the size of the seal — small changes can make a difference in your conversion rates.
Note: We’re pros at finding small changes that reap big results. Let us help you maximize conversions on your eCommerce site. Contact us here.
An advanced approach to personalization is built on more than just data and cutting-edge technology: it’s also about empowering marketers to gain customer insights that drive both strategy and creative. What you serve to consumers …
What tool are you using to manage design projects with your team? A spreadsheet? Yuck! Project information will always change and add up over time.
What tool are you using to manage design projects with your team? A spreadsheet? Yuck!
Project information will always change and add up over time. It’s hard to keep up with it all using spreadsheets. They’re too static, onerous, and limiting.
Your team deserves a modern, intuitive, and dynamic tool that’ll improve the way everyone communicates and collaborates. Don’t make them suffer over spreadsheets anymore.
monday.com is unlike any other project management tool out on the market. Its unique features help breed a culture of transparency and productivity among your team. Not only that, but it’s a dream to use.
Throw Away Email, This Tool Manages Everything
Designers use email to do so much with their team. The problem is that these emails will stack up and overpopulate in your inbox. Suddenly, you start to miss a few emails, can’t find certain files and don’t know who you need to get back to.
monday.com relieves you of this with their “pulses”. These are rows that centralize all tasks and deliverables on a project. They allow you to notify your team when progress is made, attach design files, and comment on the design all in one place.
Learn more about pulses.
Get a Visual on Time to Completion for Any Task
The status of a designer’s task often depends on the time to completion for a team member’s task. monday.com allows everyone on your team to visualize time to completion with their “timelines”. This brings transparency to the project and allows each team member to see where others are with their task.
Learn more about timelines.
High-Level Roadmap Planning from Month to Week
As a project enters different phases, team members will have different tasks from week to week and month to month. Now you can plan all that out with monday.com’s “boards”. Their boards allow your team to view tasks for each week, month, and project phase.
As the team works, each person can update the status of their tasks. The status bars are color coordinated with green as done, yellow as in progress, or red when there’s a hitch. Everyone on the team will always know who is responsible for what task and the status for it.
Learn more about boards.
Bring Transparency and Productivity to Your Team
monday.com currently has over 22,000 paying teams, from startups to Fortune 500 companies, including WeWork, Samsung, Discovery Channel, Wix, NBC, General Assembly, Uber, and more.
Create a free monday.com account and add your team to this dynamic team management tool. The only way to see how effective these features are is to use it yourself. Say goodbye to the days of spreadsheets and say hello to monday.com.
Contributor Kristie Colby explains how to align your systems so that you can track prospects’ interactions all the way to the sale and beyond.
Marketers can struggle to prove the value of their programs when there isn’t always a direct response or purchase. This is especially true for B2B marketers focused on lead generation programs with long, complex sales cycles. So, how does a marketer faced with such a challenge assess the impact of their marketing efforts, prove contribution to revenue and demonstrate ROI?
Understand marketing objectives
Most marketers have several different goals that drive their strategies and programs. Typically, we are allocating resources across multiple programs and channels to meet the following objectives:
- Brand awareness and market positioning.
- Lead generation.
- Lead nurture and sales enablement.
- Target account acquisition (via Account Based Marketing).
- Customer loyalty and growth.
Each of these efforts will involve multiple touch points that have varying levels of impact on a prospect or customer’s decision-making process. But what is their ultimate value to the organization?
Critical success factors to measure marketing impact
Here are some of the items that need to be addressed in order to assess the value and contribution of marketing programs:
• Acquiring customer data. Marketers must have the technology and infrastructure in place to record meaningful information about various touch points that contribute to lead generation and customer acquisition. These systems do not rely solely on what the prospect might provide. For example, online registration forms might capture name, email, company name and phone number. In most cases, a marketing automation platform is used to supplement prospect-provided data.
TIP: Most marketing automation systems provide cookie data that can be appended to lead records automatically. Then, when that lead takes a specific action that is important to the marketing program, the engagement can be recognized and possibly addressed with proactive campaigns and programs.
• Ensure consistent parameters. The entire organization must utilize the same parameters and field values to record information related to lead/customer acquisition. They must be categorized with meaningful and actionable values that can be captured by the technology and systems in place. Most companies use a combination of UTM parameters that can be captured by hidden fields on forms and lead source details that can be programmed into a form or labeled within their own parameter.
TIP: Two parameters that must be consistently used by sales and marketing across all programs are utm_medium=[insert medium] and utm_source=[insert source name]. This allows proper channel grouping for the medium (marketing medium of the tagged URL — paid search, social, email, for example) and aligned source values (where the visitor clicked on the tagged URL — for example, Google, Facebook, newsletter).
Often, organizations don’t have total alignment on how to use and populate these parameters, and this can cause data errors and inconsistencies. Taking time to map all lead fields with values that can be used consistently is essential to evaluating marketing programs and their impact on revenue.
• Fully integrate systems. In order to maintain data integrity, sales and marketing systems must be aligned to share all of the data being acquired over time. Specifically, marketing automation and CRM systems must utilize the same fields, populate those fields with common values and pass these details back and forth as data is acquired. Data in these systems must sync as leads move through the sales cycle.
Furthermore, this integration allows marketers to personalize the experience they are creating for each prospect and measure the impact of individual touch points. One example of this type of data integration and how it effectively enables a personalized experience is for leads that have been qualified and sent to sales.
TIP: The ability to understand the marketing touch points a prospect previously engaged with will help sales reps set the proper tone and context for their initial sales discussion. The prospect’s specific challenges and requirements can be addressed with helpful, relevant content throughout the nurturing process and tackled head-on in sales discussions.
Later, when (hopefully) that prospect becomes a customer, the marketing automation system will route the record to a customer list and begin customized programs focused on loyalty and retention.
Now, with these three critical infrastructure items nailed down, marketers can focus on developing different types of reports to measure and analyze the impact of their programs.
Analysis and insights
With more data comes the power to analyze and assess marketing programs in multiple ways. As leads move through the funnel, I recommend that marketers consider and analyze their results based on these three views:
- Acquisition (initial lead source).
- Attribution (across channels and touch points).
- ABM (target account engagement).
By analyzing marketing data in these three ways, a marketer can start to:
- Understand the relative impact of various marketing programs.
- Allocate resources based on the efficient acquisition of qualified leads.
- Determine the best approach to attribution modeling.
- Quantify marketing’s contribution to pipeline value and revenue.
Why is this important? These insights allow marketers to better allocate resources, reduce waste and further accelerate sales.
Here is an example of how a marketer might utilize these insights to better focus their resources and drive sales. Let’s assume their organization has a long, complex sales cycle and therefore, had determined they wanted to take an ABM approach to a segment of their marketing programs. Beyond creating the target account list, the marketer will want to understand and measure engagement with multiple stakeholders within that target account.
It is likely that several different contacts within the account will participate in the process and engage with marketing programs over time. A clear understanding of which decision-makers are engaging, when, and how, will be much more insightful, when viewed in aggregate from the ABM perspective with attribution, than if each contact were viewed as an individual, independent lead and not treated as part of the whole. This ABM view will allow sales and marketing to communicate more effectively and efficiently with prospects based on all of the observed behaviors of the group of target account stakeholders.
Prove marketing ROI
Today’s marketers must demonstrate a clear, measurable contribution to the bottom line. This means you must be able to track and measure impact (in an integrated fashion across all sales and marketing systems), and you must be able to analyze all of this data holistically to draw insights, properly allocate budget and demonstrate ROI. This data-driven approach is critical to the success of any marketing team.
The ability to validate programs and confirm impact might seem like the unattainable holy grail for some marketers, but with this data and reporting in place, the holy grail is within your reach.
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