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Incase Increases Online Sales with McAfee SECURE Service

Founded in 1997, Incase is a leading consumer retail company focused on creating Apple product accessories that provide a better experience through good design. The company created the first ever iPod case and has since continued to focus on Apple accessories with a full range of high quality bags and cases for Apple iPhone, iPod, iPad, and MacBook products.

Frank Balle, Director of Consumer Sales & Support, is responsible for e-commerce at Incase, and he is always looking for effective tools to optimize its website and increase the number of online sales conversions to drive more sales. Balle knows that established market leaders like Incase need to be selective in finding solutions that complement the existing brand and do not negatively impact online sales.

So, when McAfee reached out to him in the fall of 2010 to discuss the McAfee SECURE™ trustmark, Balle wasn’t sure third-party badges or trustmarks would really make a difference in increasing online sales orders from security conscious shoppers/buyers, but he was certain the McAfee brand wouldn’t detract from sales, and was willing to test the McAfee SECURE trustmark to see if it boosted ROI on the site.

“After testing the McAfee SECURE™ trustmark, I was convinced that it worked and helped to increase my online sales conversions by over 3%. Even if the trustmark resulted in a 1% sales lift, the McAfee SECURE service would more than pay for itself.”

Frank Balle
Director of Consumer Sales & Support, Incase

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.

Before Balle 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 the trustmark on the Incase website. Balle found that implementing the McAfee SECURE trustmark was very straightforward.

The setup and implementation was easy since there were very few changes I needed to make on the site.
— Frank Balle, Director of Consumer Sales & Support, Incase

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 three weeks of running the A/B test, Balle saw a 3.33% increase in online sales conversions when showing the McAfee SECURE trustmark. Balle was convinced that the trustmark justified the price, and it would more than pay for itself from the increase in online sales.

I was first skeptical of the McAfee SECURE trustmark, but after testing it, I became convinced of its value. Even if I receive a 1% sales lift, I am confident that the McAfee SECURE trustmark will more than pay for itself.
— Frank Balle, Director of Consumer Sales & Support, Incase

Moving Forward
Balle is looking to grow online sales and online traffic to the site. He recommends the McAfee SECURE service to merchants who are looking to increase their online sales by turning their online shoppers into confident buyers.

I recommend to any merchant to run an A/B test with the McAfee SECURE trustmark and see for yourself the sales lift that results from the trustmark being displayed on your site.
— Frank Balle, Director of Consumer Sales & Support, Incase


Customer profile

Online retailer of bags, cases, and accessories for Apple devices






Customer since

November 2010