Boosting Online Conversions with the TRUSTe Web Privacy Seal

Version 4
    SITUATION
    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 of building credibility with users, providing educators with
    accurate, qualified leads, and competing in an already crowded market.
    Less than a year later, CourseAdvisor was receiving more than one
    million unique visitors a month, but was still seeking ways to maximize
    the percentage of users completing information requests, thereby
    converting into qualified leads.

    TRUSTe
    began certifying and distinguishing the privacy practices of businesses
    with a seal of approval in 1997. A TRUSTe certification would
    differentiate CourseAdvisor from its competitors while ensuring
    compliance with regulatory requirements and best practices.
    CourseAdvisor joined the TRUSTe program and ran A/B tests to verify the
    seal's impact on conversions.

    IMPLEMENTATION

    CourseAdvisor
    ran A/B testing for a week in October 2006. When visitors came to the
    test site, half saw the TRUSTe Web Privacy Seal on web pages requesting
    personal information and half did not see the seal. CourseAdvisor
    tracked the number of visitors who successfully and accurately
    completed information request forms. Then, they compared the percentage
    of those who 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.

     


    SEALS TO ASSURE CUSTOMERS

    *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.

     


    ABOUT COURSEADVISOR

    Headquartered
    in Wakefield, Massachusetts, CourseAdvisor Provides a leading online
    educational directory that helps post-secondary schools maximize
    enrollment with high volumes of qualified leads. By applying a unique
    combination of mathematical modeling, behavioral analysis and
    sophisticated search engine technology, CourseAdvisor has established
    itself as a trusted lead resource for over 500 post-secondary schools.

    Web site: www.courseadvisor.com

     


    ABOUT TRUSTe

    TRUSTe
    helps consumers and businesses identify trustworthy online
    organizations through its Web Privacy Seal, Email Privacy Seal and
    Trusted Download Programs. TRUSTe resolves thousands of individual
    privacy disputes every year.