Alan Faygenblat was born into the auto industry. His father and extended family have sold, fixed, and furnished cars for decades. As the founder and owner of BilletAnything, a retailer of high-end and custom auto grills, Faygenblat knows the industry inside and out.
A few years ago, Faygenblat was horrified by the industry’s move to plastic grills. (As the front piece, the grill is a car’s image-making signature.) But the move to low-quality grills also meant opportunity. Faygenblat knew there was a market for the good stuff—stainless steel and chrome—and he knew that people would be willing to pay a premium for quality. Three years ago, he started selling grills, first on eBay, then on his own website. Today, BilletAnything (also known as Unique Auto Depot) is a major online player in the premium grill market.
“It’s a cheap investment for a good return. You can’t argue with a 16 percent increase. Even at half of that, it would still be a good investment.”Alan Faygenblat
The web gave BilletAnything an ability to reach customers across the country, but it also gave competitors similar opportunities. Faygenblat is always looking for tools to distinguish his business from the competition. And in an industry where a high-end grill can run $8,000 or more, shoppers often need to be reassured about a vendor before they become customers. Enter McAfee.
“I see the McAfee SECURE trustmark everywhere I go. When I see it on a big retailer’s site, it’s gotta be helping them in some way. One of my suppliers uses the service. He said he did the A/B testing and it worked. He said give it a chance.”
“Implementation was as simple as 1-2-3.”Alan Faygenblat
For thousands of participating online retailers, the McAfee SECURE™ trustmark has proven highly effective at reassuring site visitors that their personal information will be safer and more secure. The technical foundation of the McAfee SECURE service rests on daily, comprehensive site scanning that tests the retailer’s website for more than 10,000 vulnerabilities.
In addition to this daily hacker testing, sites that earn the McAfee SECURE trustmark also undergo a series of periodic tests for accidental practices that can lead to bad publicity and lost customer confidence. For example, site testing includes 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 to the McAfee SECURE data security standard, sites can then display the McAfee SECURE trustmark on their web pages as well as in search engines annotated by McAfee SiteAdvisor® software. Consumers who see the trustmark when browsing or searching Google, Bing, and Yahoo! (as well as 19 other search engines) see certified McAfee SECURE sites as safer and more secure places to shop than sites that don’t undergo the same rigorous, daily testing.
For BilletAnything, implementing the McAfee SECURE service was easy, an important consideration for a small business with limited IT resources.
“Implementation was as simple as 1-2-3. My web guy hooked up with McAfee and had it up in a half hour. We had one or two minor issues that my web guy had to fix, then we got a clean scan. Then we were good to go.”
Results and ROI
Merchants who use the McAfee SECURE service measure success by the improvement in sales conversion—the percentage of visitors who actually buy something. Before becoming a customer, BilletAnything ran an A/B test to see if the McAfee SECURE trustmark really did perform. Under the test, 50 percent of the site’s visitors were shown the trustmark and 50 percent saw the original site. As a result of the test, BilletAnything saw a 16.49 percent increase in conversion rate.
“I was surprised after I saw the A/B test. Who wouldn’t be surprised at 16 percent increase in a month? I know there’s no way to be 100 percent sure that it was McAfee. You just know they ordered more when the trustmark was on.”
Yes, McAfee SECURE services delivered. But was it worth the cost?
“Of course I would put this on my site. Without hesitating. It’s a cheap investment for a good return. You can’t argue with a 16 percent increase. Even at half of that, it would still be a good investment.”
BilletAnything gets additional exposure via the SiteAdvisor technology (which adds the McAfee SECURE trustmark to BilletAnything when the site shows up in search results) and on PriceGrabber and McAfee SECURE shopping.
“The fact that I get on SiteAdvisor means a lot to me. And now with PriceGrabber, my McAfee SECURE trustmark shows up there too. It’s great.”Alan Faygenblat
What would Faygenblat say to vendors who think security isn’t important?
“Well, then I guess he doesn’t care about his money. It obviously works to some extent. When I go to a big company, why do they have a McAfee SECURE trustmark? They have it for a reason. It must make their customers feel better.”
And to vendors who are still not sure about whether to utilize McAfee SECURE service, BilletAnything says it’s time to stop idling. What does he recommend other merchants do?
“I would do exactly what I did. Call your vendors who have utilized the McAfee SECURE service. Ask the person that’s using it. If it’s working for him, there’s no reason it won’t work for you.”