Monday, January 28, 2008

Who do you trust?

It turns out that Verisign can charge a HUGE price premium for their SSL certificates simply because their security badge is better designed than any of the "budget" SSL providers. The kicker is this: almost all SLL certificates are made equal! Your end users get the same security regardless of the provider.

That said, users probably trust some brands more than others or, more likely, trust some graphic design more than others. Looking at them images above, it's easy to figure out which providers are the budget ones and which might be more expensive. Which would you trust?

So, if I ran GoDaddy, wouldn't I want to invest $1,000 or $2,000 to get a really good security badge? After all, as a certificate provider, you're not really selling security, you're selling the image of security. Online marketers that run shopping carts will buy the certificate that looks the best, even at a price premium. So... Thawte, GoDaddy, go buy some good graphic design talent and win not only on price but on consumer trust.

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