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Will Adding Purchase Protection Boost Sales on Bonanza?

Bonanza is testing a service designed to give shoppers more confidence when buying on the site. With the Norton Shopping Guarantee, Bonanza will purchase certificates of guarantee for Bonanza transactions, which protects buyers with up to $10,000 in identity theft protection and a $10,000 purchase guarantee. Norton Shopping Guarantee is powered by buySAFE in alliance with Symantec Corporation.

Bonanza is in the process of testing the program through a split test (A/B test). “We want to be sure that conversion and average order value increase, that buyers see a real value in it, and that the dispute resolution process is smooth and painless for both buyers and sellers,” the company wrote in an announcement to users.

During the next few weeks, buyers may see the Norton Shopping Guarantee emblems across the Bonanza site and may receive a Norton Guarantee certificate after purchasing an item on Bonanza.

Bonanza explained, “there are many tactics and techniques for increasing conversion and average order value. But none are as simple and as powerful as having a marketplace that’s certified by trusted, third-party authorities – and displaying their seals of approval all across the website.”

The marketplace, noting it has been certified by various authorities for many years, said it had seen conversion increase significantly with every certification. Some examples of the certificates displayed on Bonanza include VeriSign Trusted, Better Business Bureau Accredited Business, PayPal Buyer Protection and its own Bonanza Trust Banner, which is shown only to new visitors.

After a few weeks, the company will compare the conversion performance shoppers who were included in the test with those who were not included and make a decision on whether to proceed with the Norton Shopping Guarantee.

Sellers can find additional information about the Norton Shopping Guarantee on the Symantec website.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.