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Cold Steel Accelerates Online Sales Conversions with McAfee SECURE Service


Background
Founded in 1980, Cold Steel is a leading manufacturer of specialty knives, edge weapons, and tools for military, hunting, and outdoor enthusiasts. Cold Steel is widely known for its Tanto style blade products, and is dedicated to making the strongest, sharpest knives in the world.

Cold Steel sells its products directly to online shoppers from its e-commerce storefront or to businesses through its network of dealers.

Challenge
As the webmaster, Tyler Bullis, is responsible for managing the website at Cold Steel, and is always looking for effective solutions to drive more online traffic to the site and increase online sales conversions.

Last year during the Christmas holiday shopping period, Bullis noticed a significant increase in online traffic to the e-commerce site with only a small increase in online sales orders. He knew that during peak shopping periods, competition is fierce, and he needed the website to have an edge over larger merchants with bigger brands.

“The McAfee SECURE™ service is a highly effective trustmark solution that delivers a superior value. It helped to increase my online sales conversions by over 14.5%, and based on my calculations, it will deliver a return on investment (ROI) of 8,000–9,000% after 3 years.”

Tyler Bullis
Webmaster, Cold Steel

Although Cold Steel is a well known manufacturer of knives and edge weapons, Bullis realized that new online shoppers, who weren’t familiar with the Cold Steel brand, would tend to abandon their shopping carts due to security fears.

Solution
Bullis quickly realized that he needed to reassure his online visitors that the site was secure to help improve bounce rates and shopping cart abandonment. As a result, he looked at implementing solutions to improve online conversions like fetchback, email marketing, and third-party trustmarks such as the McAfee SECURE™ trustmark service to help build online trust.

For thousands of retailers, the McAfee SECURE trustmark has proven highly effective at increasing online sales conversions, while 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.

Implementation
Before Bullis 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 when displaying it on the Cold Steel website. Bullis found that implementing the McAfee SECURE trustmark was simple and painless.

The implementation was straightforward and easy. I was able to start scanning and put up the trustmark very quickly on the site with very little effort.
— Tyler Bullis, Webmaster, Cold Steel

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 11 days of running the A/B test, Bullis saw a 14.58% increase in online sales conversions when showing the McAfee SECURE trustmark to visitors, which more than justified the price.

“When they see the McAfee brand, they know that our site is secure which makes them feel more comfortable to buy from our site. I’ve started to notice a steady increase in online sales conversions since displaying the trustmark on the site.”

Tyler Bullis
Webmaster, Cold Steel

The McAfee SECURE service is a highly effective trustmark solution that delivers a superior value. It helped to increase my online sales conversions by over 14.5%, and based on my calculations, it will deliver a return on investment (ROI) of 8,000–9,000% after 3 years.
— Tyler Bullis, Webmaster, Cold Steel

Bullis is already starting to see increases in online conversions after displaying the trustmark on the site, and believes that the trustmark is helping to build consumer trust by making his visitors feel safe and secure while shopping online.

Moving Forward
Cold Steel is looking to open new storefronts to grow online sales, and plans to implement McAfee SECURE trustmark on all future sites. He recommends McAfee SECURE trustmark for merchants who are looking to convert their visitors into confident buyers.

The McAfee SECURE trustmark is a highly effective solution to increase online sales. Run the A/B test and see for yourself how the McAfee SECURE trustmark can increase your online sales conversions.
— Tyler Bullis, Webmaster, Cold Steel

Cold Steel

Customer profile

Online retailer and manufacturer of specialty knives, edge weapons, and tools

Founded

1980

Website

www.coldsteel.com

Category

B2C and B2B

Customer since

March 2011