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How 5 Sites Got More Traffic and More Sales by Building Trust

Bob AngusSenior Product Marketing ManagerSymantec Corporation

How 5 Sites Got More Traffic and More Sales by Building Trust

Who Can You Trust?

Phishing

IdentityTheft

Fraud

Viruses

Pharming

Trojan HorsesSpyware

Scams

How 5 Sites Got More Traffic and More Sales by Building Trust

Trust Is More Important Than Ever

How 5 Sites Got More Traffic and More Sales by Building Trust

Sources: 1. Google, August 2009; 2. Online Trust Alliance, Q3 2010;

As many as 40,000 websites are compromised per week.1

“Malvertising” spread through ad networks increased 250% in the past quarter.2

Good Internet vs. Bad Internet

How 5 Sites Got More Traffic and More Sales by Building Trust

The Good Internet

How 5 Sites Got More Traffic and More Sales by Building Trust

MALWARE

SPAM

VIRUSES

PHISHING

IDENTITY THEFTSCAMS

SPYWARE

The Bad Internet

How 5 Sites Got More Traffic and More Sales by Building Trust

Don’t know

Don’t trust

Bye-bye!

unknown_business.com

Who Can Trust YOU?

How 5 Sites Got More Traffic and More Sales by Building Trust

The Customer Lifecycle

Trust from start to finish. Trust the link, trust the site, trust the transaction

How 5 Sites Got More Traffic and More Sales by Building Trust

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5 Sites That Got More Traffic and More Sales

How 5 Sites Got More Traffic and More Sales by Building Trust

#1 – MyEnergySolution.com

Challenge: • Drive new registrations

• Establish legitimacy of new website

How 5 Sites Got More Traffic and More Sales by Building Trust

Solutions: • Professional, simple design

• Clear call to action

• Display VeriSign Trust Seal on home page and transaction pages

#1 – MyEnergySolution.com

How 5 Sites Got More Traffic and More Sales by Building Trust

Results:

• Increased registrations 137%

• Pumped up revenues 75%

• Increase site traffic 10%

#1 – MyEnergySolution.com

How 5 Sites Got More Traffic and More Sales by Building Trust

#2 – BedandBreakfast.com

Challenge: • Stand out in crowded search results

• Reinforce brand image

How 5 Sites Got More Traffic and More Sales by Building Trust

#2 – BedandBreakfast.com

How 5 Sites Got More Traffic and More Sales by Building Trust

#3 – BillTiger.com

Challenge: • Drive new registrations

• Build trust in transactions

• MORE traffic

How 5 Sites Got More Traffic and More Sales by Building Trust

Solutions: • Add “Safe and Secure”

banner

• Very simple form

• Display VeriSign Trust Seal on home page and transaction pages

#3 – BillTiger.com

How 5 Sites Got More Traffic and More Sales by Building Trust

#3 – BillTiger.com

Results:

• Increased visitors 336%• Increased registrations

650%

• 500% more page views

How 5 Sites Got More Traffic and More Sales by Building Trust

#4 – Bridal Dream Hawaii

How 5 Sites Got More Traffic and More Sales by Building Trust

#4 – A Bad Nightmare

How 5 Sites Got More Traffic and More Sales by Building Trust

#4 – Bridal Dream Hawaii

How 5 Sites Got More Traffic and More Sales by Building Trust

#5 – TheFind

How 5 Sites Got More Traffic and More Sales by Building Trust

• Traffic, unique visitors, clicks• Impressions, page views• Sales, registrations, contact us• Repeat customers• Revenues• Profits

Drive More Traffic

How 5 Sites Got More Traffic and More Sales by Building Trust

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How 5 Sites Got More Traffic and More Sales by Building Trust