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WEB PROFITS
whwytriright 12 SSL Certifi cates
not falls below those results
Store Locator Order Status Your Account
Shopping Cart
gained by utilizing a private
0 Items
Store Circular Register Quick Reorder
certifi cate. As mentioned in Dog Supplies Dog Food Cat Supplies Cat Food Fish Supplies Live Fish & Rock Natural Foods PETCO Coupons
my past articles, the oppor-
Small Animal Supplies Reptile & Amphibian Supplies Bird Supplies Wild Bird Supplies Holiday Specialty Stores
tunity to improve conversion
8.83%
CONVERSION
is dependent on building cus-
tomer confidence through
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credibility, convenience and
promotions!
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relevance. Unfortunately, using
shared SSL impedes eff orts for
Shopping
improving conversion. When
Holiday Shop
Nutrition Center
seeking higher performance, Dog Supplies
Dog Food
it has been proven that mov-
FEATURED SHOPS
Cat Supplies
ing to a private SSL certifi cate
Cat Food
Fish Supplies
(versus a shared one) is a pre-
Live Fish & Rock
Pond Supplies
requisite. You can get your own
Small Animal Supplies
Reptile Supplies
private SSL Certifi cate start-
8.15%
ing at just over $100.00. It is an
Enter Your Email
CONVERSION
investment that is well worth
At PETCO, Animals Always Come First.
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the eff ort.
Regular and sale prices, offers and selection on PETCO.com may vary from those of PETCO stores and the PETCO Store Circular.
Prices and offers are subject to change. Pricing Policies
1.76%
©2009, PETCO Animal Supplies, Inc. All rights reserved. PETCO.com is a trademark of PETCO Animal Supplies, Inc. CONVERSION
What Can We Learn?
Th ere is litt le question that presenting a security logo adds navigation bar increased conversions 8.83 percent.
perceived credibility to an ecommerce website. However, from Understanding the implications of this test provides
a perspective of trying to improve website conversion, present- insight into how you might consider testing security logo
ing a security logo is only a small piece to an overall strategy placement on your website. Placing a security logo along your
to build credibility. Establishing trust with customers (which visitors’ eye fl ow path, such as the top left location underneath
results in increased conversion) requires additional testing. your company’s logo (as in the case of Petco.com), may gener-
For example, placement and size of a security logo can directly ate higher awareness and translate into stronger conversion
aff ect the potential improvement of a website’s conversion. improvement. Testing is the key to success. Without it, you
A Marketing Sherpa case study reported a security logo cannot be certain what impact the alterations you make have
test performed by Petco, a national pet supply retailer. Th e on conversion.
test involved varying the placements of the Hacker Safe logo
across its website, to gauge diff erences in conversion rate gains.
Th e test outcomes produced the following results: Th e logo in Eric Leuenberger is an ecommerce conversion marketing expert and
the lower left corner of the navigation bar resulted in an 8.15
author of a leading Ecommerce Optimization blog www.zencart-
percent increase in conversions. Th e logo below the footer
optimization.com. He coaches store owners using his online coach-
on the lower right increased conversions only 1.76 percent.
ing system, Ecommerce Amplifi er (www.ecommerceamplifi er.com),
teaching them how to increase website sales using his proven six step
Th e logo on the upper left between the search box and the
process. He can be contacted at 866-602-2673.
Find other great ideas for running your business at: www.wholesalecentral.com/Wholesale–News
14 December 2009
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