Learn how Hacker Safe seal increased sales by 8.83%

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June 5, 2009


A case study presented at MarketingSherpa.com on May 6, 2006, reported a security-logo test performed by Petco, a national pet supply retailer. The test involved varying the placements of the Hacker Safe logo across its website to gauge differences in conversion rate gains. The test outcomes produced the following results: – The logo in the lower left corner of the navigation bar resulted in an 8.15 percent increase in conversions. – The logo below the footer on the lower right increased conversions only 1.76 percent. – The logo on the upper left between the search box and the navigation bar increased conversions 8.83 percent.

And even now, 3 years after the experiment the petco.com website is still has the security logo in their header. So clearly it must work for them very well.


And at proimpact7 we love numbers, so lets see the impact of such improvements in terms of dollars in the examples below. Let’s assume that the site was converting at 5% as an starting point, plus have added the percentage improvement of 1.76% and 8.83%. This will allow you to see what such an increase means, provided the other important site aspects are sorted as well like site usability, site navigation,  structure and professional design etc.

conversion increase example

conversion increase example

Conclusion: several thousand dollars spent on web site testing and optimization, plus around $1,000+ for the hacker safe seal has, in our example, brought to a client an additional $2,646,351 in revenue. Not bad for several thousand investment. What do you think?

Check out our services usability testing and A/B and Taguchi testing and optimization to help you increase your conversions on your website.

Jan Petrovic
I have 9 Years of Tremendous Experience as web analyst and Senior Conversion Specialist. I have worked on optimisation project for the second-largest store retailer in the USA (the company is also a component of the S&P 500 Index), as well as for a well-known USA fashion retailer with over 380 stores nationwide. Over the course of my career I have achieved many INSANE improvements on our client’s websites, sometimes by applying best practices, another time from findings I made during conversion audits and sometimes thinking out of the box. For one of them I have even received an award in 2012 from WhichTestOne, where after testing different emails and parts of email message we increased revenue by 303.08%. What might also interest you is the fact that my average conversion improvement is 19% and my success rate is 70%. Basically, I’m VERY GOOD at what I do thanks to my Can Do Attitude to find solutions to given problems & Experience in this field.
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