McAfee Secure Loses to Trust Guard in Google Split Test

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After nearly 200,000 customers visited PayDotCom's checkout, Google deems Trust Guard's Chrome seal the winner with a 98% confidence interval. Based on the results of the test the Trust Guard Chrome style Security Scanned seal increased sales over no-seals by 3.98%. McAfee Secure had the lowest increase of only 1.47%. This means the Trust Guard Chrome seal increased PayDotCom's sales 2.7 times more than McAfee.

Trust Guard Website Security Scanning

We already knew that having seals was more beneficial than having no seals, and the split test supports the data we already have on the matter. We are very happy to see our seals are even more effective than other leading seals.

After nearly 200,000 customers visited PayDotCom's checkout, Google deems Trust Guard's Chrome seal the winner with a 98% confidence interval. Based on the results of the test the Trust Guard Chrome style Security Scanned seal increased sales over no-seals by 3.98%. McAfee Secure had the lowest increase of only 1.47%. This means the Trust Guard Chrome seal increased PayDotCom's sales 2.7 times more than McAfee.

Comparable split tests have been done before, but this test was done using Google's Website Optimizer, Trust Guard, a website security scanning company came out on top of competitor McAfee Secure by over 2.5%. Due to a partnership with PayDotCom, a leading 3rd party payment processing service, Trust Guard was able to run a comprehensive split test comparing the conversion rates of four variables: No seals, McAfee Secure seals, Trust Guard's Security Scanned Contemporary seal, and Trust Guard's Security Scanned Chrome seal. The test measured how many visitors made a purchase after seeing one of the test seals compared to those who did not see any seal.

In an earlier survey conducted by Trust Guard, they found 71% of customers look for security seals when shopping, and avoid spending money at sites without seals or security scanning due to the probability of security vulnerabilities. The split test only further confirms their findings, while showing customers are also particular in the type of seals they prefer as well. A hypothetical breakdown reflecting conversion shows that the McAfee Secure seal would have generated 404 additional sales, the Trust Guard Contemporary seal would have generated 622 additional sales, and the Trust Guard Chrome would have generated 1,095 additional sales. "We already knew that having seals was more beneficial than having no seals, and the split test supports the data we already have on the matter. We are very happy to see our seals are even more effective than other leading seals. I'm happy to see our new Chrome seals came out in the lead" Says Brandley. The Chrome seals with their reflective, glass-like surface, are quickly becoming the top seal among Trust Guard's other seals. "Seals are a safety stamp that show a site is being actively protected from hackers who watch sites, often with automated systems, for security holes or vulnerabilities. Customers are learning and as they become more aware, they browse more conservatively," added Brandley.

The results of the test show the importance of security seals and proof of website security scanning to customers. In return the significance should be huge to business' who conduct business online. The most secure sites are the ones with comparably higher conversion rates. The split test further proves, Trust Guard's Chrome seals are preferred by customers. The proof is in the split test.

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Dave Brandley
Trust Guard
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