Online Retailers: 20% Sales Boost by Certifying Their Security Against Hackers
Fecha Martes, abril 22 @ 18:04:00
Tema Pago Electrónico :: e-Payment
| Results of new consumer behavior research released reveals that online retailers enjoy a double-digit increase in number of sales by actively addressing their customers' fears of hackers.
Internet security auditor Scan Alert analyzed how 300,020 visitors to eleven different retailing Web sites reacted to third-party certification of the sites' security from hackers. The participating retailers recorded an average increase of 20.4 percent in number of sales after visitors saw ScanAlert's HACKER SAFE certification mark.
Strong Correlation with Demographics and Product Cost
The difference in sales increase recorded from site to site appears strongly correlated to customer demographic and average price points. Sites that had higher average price points experienced higher increases in sales, reflecting greater concerns about credit card security among those making more expensive purchases.
Results Summary: Increases Range from 10.5-33 Percent
The results show a significant difference in the number of sales recorded from site visitors who saw the site's HACKER SAFE certification and those who did not. Across the individual Web sites in the study, every analysis showed that more sales came from the sample groups seeing the certification. The increase in number of sales varied between 10.5 percent and 33 percent.
Methodology
ScanAlert conducted its research between October 2002 -- April 2003. In round-robin fashion, every visitor was given an Internet cookie so that 50 percent of site visitors were assigned a "Yes" cookie and 50 percent were assigned a "No" cookie. Visitors who received a Yes cookie saw a HACKER SAFE certification mark on the first visit and any subsequent visits during the analysis period. Conversely, visitors who received a No cookie did not see the image. (Instead, they were served an invisible single dot clear image in place of the HACKER SAFE certification mark). Visitors whose browsers had cookies turned off were not counted in the study. The single behavior recorded was the difference in the number of sales received from each group. The results were audited by each retailer for public dissemination.
More information, including a White Paper and individual merchant summaries, can be accessed at http://scanalert.com/Merchants?tab=3
HACKER SAFE Certification: An Overview
ScanAlert's federally registered HACKER SAFE certification mark provides third-party certification that Web sites have passed extensive daily security audits. ScanAlert's daily security scans analyze customers' Web servers (and related devices such as firewalls and routers, etc.) to reveal known vulnerabilities to potential hacker break-ins. Any vulnerabilities that would allow hackers to steal data stored on the servers are then reported, along with detailed patch information, to site administrators. ScanAlert's technology controls the display of the HACKER SAFE certification mark, displaying it only on sites that have passed these stringent daily security audits.
Research published by the federally funded Computer Emergency Response Team (CERT) indicates that Web sites earning HACKER SAFE certification protect consumers from 99.9 percent of hacker crime. With an average of 10 new computer security holes reported each day, daily testing is the only effective way to protect consumers' data from hackers.
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