SESSION TITLEPresenter ’s Name
TRUST DRIVES ECOMMERCE DIFFERENTIATION &
CONVERSIONSP R E S E N T E R :J E F F B A R T O
T R U S T S T R AT E G I S TN O R T O N / S Y M A N T E C
1. Antivirus2. Encryption3. Technology
Norton =
1. Differentiation2. Conversions
Instead:
I find their lack of trust disturbing
Unexpected delivery costs
Lack of information about product
Do not trust website / security concerns
Website difficult to navigate / Can't find what I'm looking for
Complicated registration / login process
Want to ask a question - can't find the answer
Checkout problems
Decided to do more research before purchasing
Difficulty in getting any help / customer service on the website
Reconsidered a purchase and decided I didn't need the product
70%
56%
50%
46%
38%
37%
35%
30%
30%
25%
Source: eConsultancy, January 2014
I find their lack of trust disturbing
Unexpected delivery costs
Lack of information about product
Do not trust website / security concerns
Website difficult to navigate / Can't find what I'm looking for
Complicated registration / login process
Want to ask a question - can't find the answer
Checkout problems
Decided to do more research before purchasing
Difficulty in getting any help / customer service on the website
Reconsidered a purchase and decided I didn't need the product
70%
56%
50%46%
38%
37%
35%
30%
30%
25%
Source: eConsultancy, January 2014
I find their lack of trust disturbing
U.S. Department of Commerce:• 30% of $10 trillion in US commercial activity
could have been done online• Lack of consumer confidence prevents
online commerce from full potential• Most online retailers don’t 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 online• Lack of consumer confidence prevents
online commerce from full potential• Most online retailers don’t effectively
address issue of buyer confidence
I find their lack of trust disturbing
Our Choices
A. Accept the status quoB. Project Trust
Our Choices
A. Accept the status quo
Our Choices
B. Project Trust
Top 3 Concerns of online shoppers
Security Reliability Price
? 64% of identity theft originates online
83% of online users worry about their identity being stolen from an online purchase
Top 3 Concerns of online shoppers
Security Reliability Price
? 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 online
83% of online users worry about their identity being stolen from an online purchase
Top 3 Concerns of online shoppers
Security Reliability Price
? 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 online
83% of online users worry about their identity being stolen from an online purchase
Solutions?Security Reliability Price
? X
Incomplete Solutions
Security Reliability Price
Prevention
Resolution
XXX X?
Consumers totally get it
Security Reliability Price
Prevention
Resolution
Convert concerns into confidence
Confidence differentiates and drives conversions
It’s true. All of it.
• Domain, brand & consumer protection• Security, privacy & trust• Data protection & transparency
It’s true. All of it.
It’s true. All of it.
Security Reliability Price
The sweet taste of differentiation
$10,000Identity Theft
Protection
Provides blanket protection for 30 days to allay concerns about the security and privacy of their information.
$1,000Purchase Guarantee
$100Lowest Price
Guarantee
Builds 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.
>7%>5%20x
increase in conversions
increase in repeat buyers
ROI, guaranteed
The sweet taste of differentiation
>140 A/B split tests performed, Average uplift <7%
>140 A/B split tests performed, Average uplift <7%
Viking Coders & Symantec Alliance
• Viking Coders: Leading SI with expertise on the Miva platform Provides optimization consulting, seamless integration, and
free A/B split test with results Booth 14
• Symantec: World’s most recognized trust mark on the internet Proven solution for merchants to project trust, differentiate
and increase conversions Booth 17
Trust their feelings.• Ignoring “concerns of confidence” ejects
consumers out of the funnel• Convert concerns into confidence• Confidence differentiates and drives
conversions
• Get a free 30 day trial w/ customer analytics + A/B split test
• Booth 17• [email protected]
THANKS!
Mivacon attendees receive a free 30 day trial
w/ customer analytics and A/B split testBooth 17
