Baker Publishing

TRUSTe privacy seal enables leading online book publisher to increase eCommerce conversion rates

>13% Increase in e-Commerce Conversion Rate


Baker Publishing Group publishes and sells high-quality literature that serves the diverse interests and concerns of Christian evangelical readers. The Group is now composed of six divisions, each reflecting a unique segment of Christian publishing. These divisions are Bethany House Publishers, Revell, Baker Books, Baker Academic, Chosen Books, and Brazos Press. Baker Publishing Group is also the exclusive publisher of GOD’S WORD® Translation (GW). Based in Grand Rapids, Michigan, Baker Publishing Group is one of the world’s largest publishers of Christian books.

Since its founding in 1939 by Herman Baker the company has published thousands of Christian books on a range of topics from family life to theology. Baker also publishes books and ministry resources for pastors and church leaders, covering topics such as preaching, worship, pastoral ministries, and counseling. Baker also publishes literature for lay Christians on subjects such as relationships, marriage, parenting, and the merging of Christianity and culture.

In addition to its highly successful Baker Publishing website the Group also owns and manages individual websites for several of its popular authors.

Since we started placing the TRUSTe privacy seal on our website we have been able to increase our e-Commerce conversion rate by over 13%, which translates into a substantial boost in revenue for our online sales division.

– David Lewis, Executive Vice President of Sales and Marketing,
Baker Publishing Group

Situation

While online privacy and information management is essential for any online retailer it’s especially important for Baker Publishing. “Our business is based on trust and honesty,” observed David Lewis, executive vice president of sales and marketing at Baker Publishing Group. “As such, ensuring site security and customer privacy is paramount to our success.”

Baker operates a very successful book sales website that receives over 12,000 page views per day. Although Baker’s e-Commerce conversion rate from page views to purchases was good for a large online publishing house, Lewis knew that there was room to improve.

After receiving a call from a TRUSTe account representative in July of 2010, Baker Publishing decided to evaluate the use of TRUSTe’s online privacy seal. TRUSTe quickly set up an A/B test to accurately measure the impact of placing the TRUSTe privacy seal in the footer of the www.bakerpublishing.com website. For a period of two weeks statistics were gathered in the background to measure any changes to the company’s ecommerce conversion and shopping cart abandonment rate.

Results

The A/B test revealed that placing the TRUSTe privacy seal in the footer of the Baker Publishing website dramatically reduced the shopping cart abandonment rate. “Since we started placing the TRUSTe privacy seal on our website we have been able to increase our e-Commerce conversion rate by over 13%,” noted Lewis. “That translates into a substantial boost in revenue for our online sales division.”

Baker Publishing was so pleased with the overall results of their six-month evaluation period that they immediately extended their contract with TRUSTe for an additional three years.



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