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This is risky.
Symantec, who purchased Verisign's security business in May 2010, is changing the branding of the most recognized SSL certificate.
The famous VeriSign "checkmark", the most recognized trust mark on the Internet, will be re-branded as the Norton Secured Seal. While the check mark will be kept in the new SSL site seal, the color, type set, and name will move to Symantec brand elements. The Verisign name will be kept for now underneath the site seal with a "powered by Verisign" tagline. You can see the change in the image below.
The change will take place in April 2012.
This is a big change. It will be interesting to see consumer and webmaster reaction to the change. Will consumers continue to be less likely to bounce from your site if they see the new Norton SSL seal? Will visitors continue to complete purchases at a higher rate if the Norton site seal is present on the shopping cart page? Will webmasters or IT managers continue to pay a premium price for the new Norton branded SSL certificate?
Only time will tell.
Symantec did some consumer testing towards "proving" that the new seal will retain the high level of recognition and trust that VeriSign website seal users have come to expect. According to Symantec, consumers selected the Norton Secured Seal more often than our competitors’ trust seals for the following attributes:
- 77% of consumers recognize the Norton Secured Seal.
- 65% of consumers agree that a website displaying the Norton Secured Seal is safe to browse and won’t give me a virus.
- 55% of consumers agree that a website displaying the Norton Secured Seal means that the website protects your online privacy.
Marketers know consumer tests don't always mirror actual production results. Lets see what big eCommerce websites say about the change based on real data to make a final judgement.
In the mean time, check out the SSL certificate provider prices, and decide for yourself which certificate authority you'd like to use.
Verisign SSL Certificate Site Seal Changes To Symantec Norton Branding
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