TRUSTe, an online privacy certification company, has secured another $12 million of funding bringing their total to over $22 million. The company’s goal is to certify companies with quality online privacy practices, and to let consumers know what companies can be trusted with private information. The TRUSTe badge has potential to become another display of trust that could both enhance online reputation, and increase conversions onsite.
While it’s easy to be skeptical of the power of displays of trust on a website, TRUSTe’s $22 million of backing should be a clue that these badges have real power. However, it’s even easier to test. When the time comes, use your analytics platform of choice to run simple A/B tests on Form pages with and without the TRUSTe badge (or your other displays of trust). Let us know how your tests perform!