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Boosting online conversions with the TRUSTe web privacy seal

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Although education directory CourseAdvisor was receiving more than one million unique visitors a month, it still wanted to maximize the percentage of users that completed information requests and ...

Although education directory CourseAdvisor was receiving more than one million unique visitors a month, it still wanted to maximize the percentage of users that completed information requests and converted into qualified leads. In testing the TRUSTe Web Privacy Seal's impact on conversions when displayed, CourseAdvisor saw a 9% boost. This not only improved registration numbers, but also broadened the range of applicants who requested information.

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    Boosting online conversions with the TRUSTe web privacy seal Boosting online conversions with the TRUSTe web privacy seal Document Transcript

    • t R u S te C a S e S t u D y : CouRSeaDViSoR boosting online Conversions with the tRuSte web Seal Si t uat i on CourseAdvisor opened in 2005 to provide Internet users seeking education and training with a trusted directory of appropriate schools and courses, while also providing educational institutions with leads to prospective students. As a newcomer to the online education arena, CourseAdvisor faced the challenges about CouRSeaDViSoR of building credibility with users, providing educators with accurate, qualified Headquartered in Wakefield, leads, and competing in an already crowded market. Less than a year later, Massachusetts, CourseAdvisor CourseAdvisor was receiving more than one million unique visitors a month, Provides a leading online but was still seeking ways to maximize the percentage of users completing educational directory that information requests, thereby converting into qualified leads. helps post-secondary schools maximize enrollment with high TRUSTe began certifying and distinguishing the privacy practices of businesses volumes of qualified leads. By with a seal of approval in 1997. A TRUSTe certification would differentiate applying a unique combination CourseAdvisor from its competitors while ensuring compliance with regulatory of mathematical modeling, requirements and best practices. CourseAdvisor joined the TRUSTe program behavioral analysis and and ran A/B tests to verify the seal’s impact on conversions. sophisticated search engine technology, CourseAdvisor i mplementation has established itself as a CourseAdvisor ran A/B testing for a week in October 2006. When visitors trusted lead resource for over came to the test site, half saw the TRUSTe Web Privacy Seal on web pages 500 post-secondary schools. requesting personal information and half did not see the seal. CourseAdvisor tracked the number of visitors who successfully and accurately completed Web site: information request forms. Then, they compared the percentage of those who www.courseadvisor.com completed the request forms between those who had viewed the seal versus those who had not. Roi CourseAdvisor’s testing showed a 9% boost in conversions when the seal was displayed. The Web Privacy Seal not only improved the number of registrations, but also broadened the range of applicants requesting information. Visitors were clearly reassured and more willing to provide personal information at the sight of the TRUSTe seal. “by DiS pl ayin g the Sea l, Con Su meR S felt moR e ComfoRta b le pRo- ViDin g theiR peR Son a l in foR mation . thiS R eSulteD in moRe lea DS, a n D im pR oVeD the qua lity of the lea DS. it’ S C lea R that tRu Ste l en DS CR eDib ility to ou R pR iVaCy pR omiSeS, whiCh DiReCtly impaCtS ou R b u S in eSS. we’ D loSe ten S of thou Sa n DS o f Dolla RS peR week by R em oVing the tRu Ste w eb pR iVaCy Seal.” Ja m eS l . Va n a len , JR , Cfo, Cou R Sea DViSoR , inC.
    • S ea lS to aSSuRe CuStomeR S one-on-one consulting with written recommendations for bringing your web practices and privacy statements (s) to compliance with best practices. TRUSTe performs a thorough Web site audit and review of each domain to ensure your privacy statement accurately discloses data collection activity on each Web site and is consistent with the latest privacy legislation. license to display tRuSte privacy seals for one year Displaying TRUSTe seals builds confidence for consumers and drives revenue by letting your customers know that they can trust you with their personal information. S eRViCeS to Stay Compli ant twice-a-year maXamine web site scanning Avoid potentially damaging mistakes with our periodic spot checks that can identify possible privacy issues before they become problems. unlimited on-going customer dispute resolution a bo ut tRuSte TRUSTe offers unllimited on-going customer dispute resolution services via our TRUSTe helps consumers and businesses identify Watchdog system. Mediation to reach satisfaction builds trust through third- trustworthy online party accountability. organizations through its alignment with current California and national privacy standards Web Privacy Seal, Email TRUSTe keeps you up-to-date on local, national, and international privacy Privacy Seal and Trusted standards. Our seal programs evolve as customer, industry, and regulatory Download Programs. TRUSTe resolves thousands expectations change. of individual privacy disputes every year. m em beR benefitS to Stay ah eaD • Discounts to privacy conferences and free networking luncheons Co n taC t uS • Monthly privacy and policy email newsletters and resources TRUSTe • A dedicated privacy client services manager who understands 55 2nd Street your business 2nd Floor San Francisco, CA 94105 • Up to five complimentary memberships to the International 415 520 3400 tel Association of Privacy Professionals (IAPP) 415 520 3420 fax • Participation in cutting-edge privacy initiatives www.truste.com