Increasing conversions with a Privacy Policy
There are many regulatory and legal reasons why it is often necessary for your website to have a privacy policy. I am not going to list them in a “5 legal reasons for a privacy policy” style post. Instead I am going to reveal some interesting statistics about how ServerTastic visitors behave and interact with our Privacy Policy.
We use Clicky to track visitor behaviour on the ServerTastic website. For the month of January I can see that 3.3% of visitors clicked on the link/seal to view our privacy policy prior to making any purchase. I put seal because we use the TRUSTe Seal (more on that in a moment).
Of those 3.3% of visitors that clicked 75% of them then went on to complete a transaction or website goal.
So if my maths are correct that means 2.5% of visitors to ServerTastic purchased after clicking to view our Privacy Policy. This indicates that a Privacy Policy is not just a legal requirement but also a useful sales tool.
Why ServerTastic uses TRUSTe
To generate our privacy policy we used TRUSTe Privacy Policy with Seal. This method ensured we had a clearly written privacy policy and provided us with a highly recognised seal to place on the website. It took less than 5 minutes to generate our policy and then just 2 days for TRUSTe to verify the seal.
We didn’t actually do any A/B testing of the seal. So we can not give any kind of statistics of how the seal affected conversions. However if 3.3% of visitors clicking the link is anything to go by then I believe actually showing the seal is in many cases enough for the visitor to begin trusting the brand and be confident enough to not even click the link. I say this with confidence following the results of the Baymard Institute 2013 survey on recognised trust seals. 13.2% of users believe TRUSTe gives them a sense of trust.
Conclusion
So 2.5% of visitors click through to our privacy policy and approximately 13.2% of visitors recognise the seal. At a cost of $89.00 from ServerTastic (hint) the ROI for ServerTastic was less than 1 day!
