Seals are particularly important if your industry has trust issues. They are more beneficial for smaller or lesser known brands. And certain seals perform better than others. Some insights were obtained through Inflow’s A/B testing:

• Authorize.net, TrustGuard, and Trustwave seals can lower conversions
• GeoTrust and BizRate seals tend to not have an impact on conversions one way or another
• BBB, Norton, and McAfee trust seals are the most likely to increase conversions. Norton Security (Symantec) and McAfee are trusted and well-recognized brands. BBB is the biggest brand in customer service ratings and has a huge trust factor.