MivaCon: Trust Drives eCommerce Differentiation & Conversions

Session TitlePresenters Name

TRUST DRIVES ECOMMERCE DIFFERENTIATION & CONVERSIONSPRESENTER:JEFF BARTOTRUST STRATEGISTNORTON / SYMANTEC

AntivirusEncryptionTechnology

Norton =

DifferentiationConversionsInstead:

I find their lack of trust disturbingSource: eConsultancy, January 2014

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I find their lack of trust disturbingSource: eConsultancy, January 2014

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I find their lack of trust disturbing

U.S. Department of Commerce:30% of $10 trillion in US commercial activity could have been done onlineLack of consumer confidence prevents online commerce from full potentialMost online retailers dont effectively address issue of buyer confidence

I find their lack of trust disturbing

$3T

U.S. Department of Commerce:30% of $10 trillion in US commercial activity could have been done onlineLack of consumer confidence prevents online commerce from full potentialMost online retailers dont effectively address issue of buyer confidence

I find their lack of trust disturbing

Our ChoicesAccept the status quoProject Trust

Our ChoicesAccept the status quo

Our Choices

Project Trust

Top 3 Concerns of online shoppers

SecurityReliabilityPrice?

64% of identity theft originates online

83% of online users worry about their identity being stolen from an online purchase

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Top 3 Concerns of online shoppers

SecurityReliabilityPrice?61% of all complaints are for merchant non-performance

92% of shoppers have concerns whenshopping on new and unknown websites

64% of identity theft originates online83% of online users worry about their identity being stolen from an online purchase

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Top 3 Concerns of online shoppers

SecurityReliabilityPrice?45% of shoppers view price as most important

61% of all complaints are for merchant non-performance

92% of shoppers have concerns whenshopping on new and unknown websites

64% of identity theft originates online83% of online users worry about their identity being stolen from an online purchase

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Solutions?

SecurityReliabilityPrice

?X

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Incomplete Solutions

SecurityReliabilityPrice

PreventionResolution

XXX

X?

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Consumers totally get it

SecurityReliabilityPrice

PreventionResolution

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Convert concerns into confidence

Confidence differentiates and drives conversions

Its true. All of it.

Domain, brand & consumer protectionSecurity, privacy & trustData protection & transparency

Its true. All of it.

Its true. All of it.

SecurityReliabilityPriceThe sweet taste of differentiation

$10,000Identity Theft ProtectionProvides blanket protection for 30 days to allay concerns about the security and privacy of their information.

$1,000Purchase Guarantee$100Lowest Price GuaranteeBuilds buyer confidence that the product will be authentic, delivered on time, and the merchant will provide great customer service.

If the merchant lowers its price within 30 days of the purchase, the price difference will be refunded to the shopper.

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>7%>5%20xincrease in conversionsincrease in repeat buyersROI, guaranteed

The sweet taste of differentiation>140 A/B split tests performed, Average uplift 140 A/B split tests performed, Average uplift