There are other website security seals, but, according to Callan, "These don't get purchased much by small businesses." The Better Business Bureau offers a seal, but, said Callan, "this measures different things, like complaints. We recommend getting and putting up both [the BBB's] and ours."
According to Callan, "The VeriSign seal can display either on the website, or through our 'seal and search' feature. We have partners who display seals in the places where people go to find websites to visit, like PriceGrabber and TheFind, to see seals next to VeriSign-authenticated merchants. These seals have been demonstrated to increase traffic to a site, and transactions on a site." According to VeriSign studies, sites displaying these seals see a 24% increase in completed transactions."
The presence of a VeriSign Trust seal "signifies that a website has been authenticated, and checked for malware. People visiting a site want to feel it's safe," said Callan.
According to VeriSign, "Authentication is an established and proven process used by VeriSign that shows the world that VeriSign has verified your identity and that you are the rightful owner or operator of your website." VeriSign uses third-party methods for authentication.
Knowing who a company is, that it has a physical address, and how to reach it, said Callan, means that users have the ability to redress. "If a company does bad things, you know where they are and who to sue. Our belief is that accountability is the cornerstone of online business."
The second biggest risk for a consumer, said Callan, is getting malware on their computer, which most commonly happens through a 'drive-by-download,' from HTML injections into legitimate websites. The presence of malware can also lead to legitimate websites being blacklisted by Google, Norton, and other web security tools and services, Callan noted. VeriSign daily re-scans each site that a seal has been purchased for. "If we find any, we let the owner know, including the line that's doing it."
According to Callan, "The VeriSign Trust seal increases customer confidence in a site and improves search engine traffic, site registrations, and sales conversions."
According to VeriSign, when a visitor clicks the VeriSign Trust seal, they see the information that the seal purchaser provided and that VeriSign has verified, including organization name, city, state, country, and the status of the most recent malware scan. VeriSign has a verification page on its website to let people see if they have a certificate.
According to Callan, since VeriSign started offering its Trust seals in April 2010, over 1,000 businesses have gotten them. But, Callan observed, "Many businesses still think they don't qualify for a VeriSign seal because they don't have SSL. This one-dollar promotion is to let those businesses see it's for them."
Existing companies who have already purchased a VeriSign Trust seal for full price can get their subscription extended at the discount price for an additional year, or have the discount applied retroactively, according to Callan, by calling VeriSign's sales department directly.
VeriSign is limiting purchase of the Trust seal discounts to one per business.