Building Your Personal Brand on LinkedIn - Expert Planet- 2024
How to use privacy seals to improve privacy practices and increase sales
1. Privacy Impacts Purchasing:
Top Ways Companies Can Use Online
Testing and Privacy Seals to Improve
Privacy Practices and Increase Sales
Carolyn Hodge, Marketing Director, TRUSTe
Jamie Roche, President, Offermatica
Tess Koleczek, Chief Privacy Officer, E-LOAN
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2. Agenda
TRUSTe – ROI of Privacy: Earning Trust, Building Business
Consumer attitude and research around privacy
Privacy trust builders & eroders
Offermatica – Online Privacy Practices: Stop Guessing and Start Testing
Explanation of testing & how it works
Specific client cases regarding security and privacy seals
E-LOAN – Privacy: What’s it worth?
How to mobilize testing internally
How to use ROI testing to build privacy budgets and business
relevance
Q&A
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3. ROI OF PRIVACY
EARNING TRUST, BUILDING BUSINESS
Carolyn Hodge
Director of Marketing
Proprietary and Confidential to TRUSTe
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4. ROI OF PRIVACY
Agenda
• Consumer privacy attitudes survey
• ROI case studies
• 2007 Most Trusted Companies for Privacy
• What you can do to influence customer attitudes and behavior.
Proprietary and Confidential to TRUSTe 4
5. CONFUSION ON PRIVACY IS WIDESPREAD
A majority of consumers are confused about the role of a Web
site’s privacy statement.
Fifty-three percent of survey respondents believe that a posted
privacy statement means the organization “will never sell or give
any of my personal information to anyone else.”
Proprietary and Confidential to TRUSTe 5
6. PROTECTIVE ACTIONS NOT PURSUED
• 45 percent have used more than one email address so that one
is reserved solely for their personal communication
• 43 percent have read privacy policies
• 33 percent have provided email addresses and information that
would not identify them personally
• 33 percent have changed passwords on a regular basis
• 26 percent have looked for third-party seals or certification
Proprietary and Confidential to TRUSTe 6
7. TRUST IMPACTS BEHAVIOR
The survey shows that consumer trust online impacts behavior. In
the past six months:
• 71 percent of respondents have decided against registering or
making a purchase online because those actions required them
to provide information that they did not want to divulge.
• 41 percent said that, in the past six months, they have provided
inaccurate information to Web sites that required personal
information which respondents did not want to share.
Proprietary and Confidential to TRUSTe 7
10. LEVERS TO BUILD TRUST
• Can consumers easily find notice at the time they need?
• Easy to navigate and read the notice?
• Provide easy access to account information and ability to
change it?
• Can you easily delete or deactivate an account?
• What are cookie practices and how are they disclosed?
• Choice for sharing in and out of network?
• Third party seals present with redress mechanism?
• Have the sites had any breaches or public incidents in past 12
months?
• What is governance structure for privacy?
• Security for transactions and sensitive information?
Proprietary and Confidential to TRUSTe 10
11. USERS WILLING TO PAY MORE FOR PRIVACY
• CMU Experimental Study on Privacy Information
• People were willing to pay about 60 cents more to protect their
privacy for each $15 item purchased.
• Low privacy premium 3-5%, High privacy premium 7-10%
Proprietary and Confidential to TRUSTe 11
12. VISIBLE & TANGIBLE ASSURANCE PRODUCES
RESULTS
CourseAdvisor.com
$20,000/week in
additional revenue
Proprietary and Confidential to TRUSTe 12
14. What is a Test, Anyway?
“A/B…N” and “Multivariate”
Tests allow you to measure the effectiveness of websites, landing
pages, emails, ads, etc. and/or different elements thereof.
Two popular types of tests are:
• A/B…N Test: Test “Recipe A” vs. “Recipe B” vs. “Recipe C” and so on
• Multivariate Test: Test 3 or more different elements of an online
marketing campaign.
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 14
15. Ways to Test on Your Web Site
Slots
• A region on your web page, email, or ad where you can test, target, and
optimize content for visitors/viewers.
slot slot slot
Offers
• An offer is content that is slot
displayed in a slot (image,
html, flash, an entire page or
even dynamic content)
offer Y offer Z
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 15
16. Case Study #1 - A/B/C/D Landing Page Test
on Stamps.com
A B
C D
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 16
17. A/B/C/D landing page test results - Stamps.com
After running the campaign for 9 days…
Total lift of the winning landing page (D) was 13%
All segments had the same winning alternative
In this case our success metric was just registrations (subscription
business model)
When testing in our consumer store, we use conversion to purchase,
average order value and revenue per visit.
A
B
C
D
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 17
18. Case Study #2 - Multivariate Testing on Home
Page of Audible.com
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 18
19. Different Home Page Slots - Audible.com
Offer
Main
Image
Form
Trust Logo
Search Bar
Product
Ads
Testimonial
s
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 19
20. Audible.com Home Page Elements
Main
Image
Offer
Form
Trust
Logo
Search
Bar
Product
Ads
Testimoni
als
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 20
21. Users Received 1 of 8 Recipes
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 21
22. Results
Best Recipe
- Included privacy seal
- Had 24% Increase in Engagement
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 22
23. The Winning Home Page Layout
Control Winner
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 23
24. Key Results
Privacy seal had a 7% influence on engagement
Element Winning Alternative Influence on
Engagement
Main Image Alternative 2 --
Offer Free AudioBook 61%
Download (2)
Form/No Form Form (1) 11%
Trust Trust Logos 7%
Search/No Search No Search --
Book Banner Non Clickable --
Testimonials Alternative 2 4%
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 24
25. Multivariate Testing
Guidelines
• Select the elements you believe will have the strongest impact
on the results.
• You must have at least three elements to test.
• It is recommended that elements be independent of each other.
(For example, do not test your layout and content in the same
test.)
• Its recommended that each element must have the same
number of alternatives.
• For each element, it is recommended to have alternatives that
are significantly different from each other.
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 25
26. Testing Best Practices
Choose your success metric during campaign design.
Let campaigns run for a minimum of one week (two weeks is
preferable).
If possible, always filter testing results by traffic source.
Exclude extreme data (i.e. unusually large orders) when evaluating
revenue measures.
Consider statistical confidence: What is the likelihood that these results
will be consistently reproduced?
Copyright 2006, Offermatica Corp. All rights reserved. | Proprietary and Confidential to Offermatica Corp. 26
39. Contact Information
Carolyn Hodge
Director of Marketing
TRUSTe
chodge@truste.org
Jamie Roche
President
Offermatica
jroche@ottodigital.com
Tess Koleczek
Chief Privacy Officer
E-LOAN, Inc.
tessk@eloan.com
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