How does Aunt Millie distinguish Verisign certs from those of any competitor with good browser support? Are we just covering the case that she might be using Netscape 3, or is there another angle I'm not seeing?
It's all about the conversion rate, basically.
"Seals" used to be quite popular some years ago (e.g. TrustE seal and the BBB Seal), but they seem to get less press these days, so I wonder how important they are for conversions.
Has Aunt Millie really heard of Verisign ? May actually have heard of GoDaddy though due to the advertising.
We have done A/B testing on Verisign seals vs no seals vs generic "Secure Site" seals we created. There is a statistically significant increase in conversions with the Verisign seal vs the other two options.