September 23, 2008
I’ve always been a stickler for advising my clients to comply with applicable laws regarding the posting, maintenance, and amendment of their privacy policies and related regulations regarding data security. The reason… because there’s substantial exposure to liability if you don’t.
Recently, however, I’ve been advising clients to do these things for another reason — to improve their conversion rates. That’s right!
I’ll let you in on a little secret that I’ve learned from some of the big players on the Web… you might be surprised to learn that they believe their privacy policies are a significant factor in improving their conversion rates.
How can this be? A Little History
Post-OPPA Privacy Policies
Prior to OPPA, most online customers trusted and believed in the typical “we respect your privacy”-type statements. Affer OPPA, not any more!
These OPPA-compliant policies are fairly easy to identify because they require you to describe:
- how you collect information (for passive information, describe how you use certain methods as cookies, Internet tags or web beacons, and navigational data collection);
- the categories of information you collect (for example, for personal information – email address, name, physical address, etc. and for passive information – a detailed description of the categories of information collected through such methods as cookies, Internet tags or web beacons, and navigational data collection);
- how you use the information;
- how you share the information and for what purposes you share; and
- how users may modify and update their personal information.
Think about it… marketers tell you that little things count in terms of building the level of trust and credibility that fosters higher conversions. Things like:
- posting security certifications,
- posting relevant affiliations,
- posting testimonials, and
- offering a money-back guarantee.