The ID Card Group is a B2B supplier of materials and equipment needed to make identification cards. In 2008, they grew worried that customers had no way of telling if their website was safe, especially in search engine results where most of their traffic came from. And because they sells security-related products, being seen as unsafe could seriously harm their business.
While trying to find some way to reassure customers, they found a few companies offering security seals. But what made the McAfee SECURE service stand out was was its Search Highlighting feature. This tool helps tens of millions of users of Google, Yahoo and Bing find out if the site they're looking at in search results is secure—before they click on the link. Encouraged by this feature, they ran an A/B test and found that the McAfee SECURE certification increased online sales by 9.9%!