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AvidMax Builds Consumer Trust with McAfee SECURE Service

AvidMax Outfitters is a six year old company (originally known as SellNSend) that started off as an online drop off retail consignment store, where it sold used consumer items on eBay. As the business grew, the company transitioned away from the online auction consignment store to an online retailer focused on selling new camera bags, photography accessories, and fly fishing products to online shoppers.

Neal Davidson, the owner, realized that a large number of online shoppers were still not comfortable with purchasing online due to security fears. He was surprised at how many phone calls he received from customers who would rather purchase directly over the phone instead of purchasing online. Davidson was looking at ways to bolster his website’s online creditability and increase the comfort level of his online shoppers.

“McAfee SECURE™ service adds credibility to your business and makes your website look like you’re serious. McAfee SECURE trustmark really works and helped to increase my online sales conversions.”

Neal Davidson
Owner, AvidMax Outfitters

Davidson implemented various solutions like ResellerRatings, PowerReviews, and free shipping to build consumer confidence and increase sales. He also started looking into adding a trustmark solution on his website to help build online trust and convert more shoppers into buyers.

For thousands of retailers, the McAfee SECURE™ trustmark has proven highly effective at reassuring site visitors that their personal information will be safer and more secure at participating retailers. The technical foundation of the McAfee SECURE service rests on daily, comprehensive site scanning that tests the retailer’s website for more than 40,000 vulnerabilities. In addition to this daily hacker testing, sites that earn the McAfee SECURE trustmark also undergo a series of tests to look for practices that, if not corrected, can lead to bad publicity and lost customer confidence. For example, McAfee SECURE service vulnerability testing checks for unintentional links to malicious websites, the hidden presence of browser exploit code, and the accidental sharing of customer email data with spammers.

Once certified by the McAfee SECURE service, sites can then display the McAfee SECURE trustmark and indicate their certification in search engines annotated by McAfee SiteAdvisor® software. Consumers who see the trustmark when browsing or searching Google, Microsoft Bing, and Yahoo! (as well as 19 other search engines) see sites certified by the McAfee SECURE service as safer and more secure places to shop than sites that don’t undergo daily testing.

Davidson did some research and understood that the McAfee brand signified security. He also found that the McAfee SECURE trustmark was displayed on competitor websites ranging from small to large sized merchants. But before he implemented the solution, he needed proof and decided to take advantage of an A/B test to measure the effectiveness of the McAfee SECURE trustmark on the AvidMax website. During the A/B test, 50% of visitors were shown the McAfee SECURE trustmark, while the other half (the control group) were not.

Results and ROI
After two weeks of running the A/B test, AvidMax saw a 9.3% increase in online conversions by showing the McAfee SECURE trustmark. The McAfee SECURE service clearly helped convert more shoppers into buyers.

“I was first skeptical of the McAfee SECURE trustmark, but as I continued testing the trustmark, I quickly became a believer. Even if the A/B test result was break even (0%), it would still be worth it. We continue to see a good return on the McAfee SECURE trustmark.”
— Neal Davidson, Owner, AvidMax Outfitters

The A/B test showed that the McAfee SECURE trustmark really did impact online sales conversions.

“McAfee SECURE really works and helped me to increase my online sales conversions. I recommend the McAfee SECURE service to any business, since it builds consumer trust, credibility, and makes your website look like you’re serious about consumer trust and safety.”
— Neal Davidson, Owner, AvidMax Outfitters

Moving Forward
Davidson is looking to grow his business by investing in long-term solutions to increase traffic acquisition and convert his online shoppers into buyers. He sees McAfee as a key website partner that can help build consumer trust and credibility for his business as part of a grass roots approach to driving sales and increasing online sales conversions in the future.

AvidMax Outfitters

Customer profile

Online retailer of camera accessories and fly fishing products






Customer since

September 2010