The McAfee SECURE certification boosts conversions by letting website visitors know that a site is tested and certified to be safe. Website visitors will know your site is secure when they see the trustmark, but you need to take care to place it in the right areas.
The following is a set of best practices that we’ve developed for customers to get the most from their McAfee SECURE trustmark and maximize their conversion rate. We strongly recommend you follow these guidelines.
Put the certification trustmark on every page
It’s important to put the trustmark on every page of your site for two reasons.
1) Web users need to be continuously reminded that they’re on a safe site, especially when they navigate to new pages. If they arrive at a new page that doesn’t display the trustmark, they can become confused or nervous, and not engage with your site. Avoid this problem by displaying the trustmark on every page.
2) Displaying the trustmark to new visitors will reduce your bounce rate and increase engagement. But visitors will arrive at your site on many different pages—through links on other sites and search engine results and probably your own marketing materials. You need to assume every page of your site is the first page people will see, and therefore every page needs a trustmark.
Place the trustmark in the important areas
It’s necessary to place the trustmarks in multiple locations on your pages to remind visitors they're safe wherever they go on your site.
There are two types of trustmarks: the certification trustmark and the engagement trustmark. The certification trustmark is larger, and lets visitors verify your site's security. The engagement trustmark is smaller, and is a visual reminder that your site is safe.
- The header: It’s vital to place the trustmark above the fold, where visitors will be able to see it immediately—without scrolling or navigating. This will reduce your bounce rate and keep visitors on your site for longer. We recommend using the engagement trustmark above the fold.
- The footer: Only 20% of website visitors ever scroll down to the footer, but those who do tend to be highly security-conscious, and in need of constant reassurance that the site is safe. It’s a smart move to appease these visitors by placing the trustmark in the footer as well.
Add the engagement trustmark next to key engagement areas
A key engagement area is anywhere you ask for something from your visitors. This includes your site's shopping cart, download buttons, and signup forms.
Take a look at this video for sample placements of the engagement trustmark:
Consumers become especially security-conscious around key engagement areas, which is why it's so crucial to add an engagement trustmark near those areas of your site. Plus, the engagement trustmark's size is customizable, meaning you can fit it in with your website design.
Click here to learn more about the engagement trustmark.
The trustmark can be an incredibly powerful tool to convert security-conscious site visitors into paying customers. There are very few moments in the online shopping experience where people don’t want to be reassured. So whether you opt for the engagement trustmark or not, it’s important to keep in mind when maximizing your conversions.
Need help installing the trustmark? Click here.