TRUSTe Slaps Privacy Seal on Lead Gen Sites

Author:

Kate Kaye

Source:

Online lead generation is constantly up against challenges like registration page abandonment, not to mention false or incomplete contact information. Those problems are often fueled by consumers' fears that their information will be sold to irrelevant advertisers or misused. TRUSTe has its sights set on the lead gen sector, such as companies that operate sites that collect contact information of in-market car shoppers or would-be college students. As the company adjusts to its commercial status, it is banking on the sector as its next target among small and medium sized business clients it hopes will drive new revenue streams.

The company's seal - updated three years ago - has become well-known in the past decade as a symbol of verification that consumer privacy will be protected during e-commerce transactions or when downloading software.

More recently, TRUSTe has applied its "trustmark" to behaviorally-targeted ads, and now, online lead generation forms. Dealix, a provider of in-market car shopper leads for dealers, has been placing the TRUSTe seal on lead gen forms across its sites, including its flagship UsedCars.com, for around three months. Compared to 60 days before its test, Dealix said its lead conversion rose 7 percent in less than 30 days after placing the seal on its lead gen pages...