Back in January I was contacted by BuySafe about trying their service on We’ve tried several “website seals” over the years, and have never found them to cause a significant increase in conversions – not enough to justify their high costs, anyway. So when BuySafe contacted us I wasn’t in a hurry to give the service a try.

I bumped into them again at the Internet Retailer conference this year, and spoke with them in detail at their booth. I didn’t really understand what the service was about or what value they offered customers. BuySafe offers your customers $10,000 in identity theft protection, a third party guarantee of your purchase, up to $1,000, and a $100 lowest price guarantee. If the retailer you purchased from lowers their price within 30 days, BuySafe will refund the difference.

The combination of these services makes the BuySafe service much more valuable to merchants than one of those “security” seals that say “scanned every day.” It provides a real benefit, which is why I think it increases conversions so much.

Adding BuySafe to Your Site

Overall, adding the BuySafe seal to our website was extremely simple. We simply copied a snippet of JavaScript code and placed it into the header of all of our pages.

&lt; <!-- BEGIN: buySAFE Seal -->
<span id="BuySafeSealSpan"></span><script src="//"></script><script type="text/javascript">// < ![fusion_builder_container hundred_percent="yes" overflow="visible"][fusion_builder_row][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"][CDATA[
if(window.buySAFE && buySAFE.Loaded) {
   buySAFE.Hash = '...your Hash will be provided...';
   WriteBuySafeSeal("BuySafeSealSpan", "GuaranteedSeal");
// ]]></script><!-- END: buySAFE Seal -->

Once it was in place, we were able to paste the standard conversion kicker codes in different site templates and it automatically populated.

<span id="buySAFE_Kicker"></span>

You also have to place a snippet of code on your “conversion page” – thank you or receipt page after an order is completed. The code is pretty simple, but needs a few variables like order number and customer’s email address to validate in case they do file a claim later.