SOURCE: ScanAlert

August 22, 2005 07:45 ET

Yankee Candle Company Raises Online Conversion Rate With HACKER SAFE Certification

BOSTON, MA and NAPA, CA -- (MARKET WIRE) -- August 22, 2005 -- HACKER SAFE certification increased web site conversion 12.8% for The Yankee Candle Company, Inc. (NYSE: YCC) during a recent 13-day A/B test.

The well-known retailer of premium scented candles ran the test to determine how the shopping behavior of visitors to yankeecandle.com was affected by independent certification of web site security. Shoppers who saw ScanAlert's HACKER SAFE certification mark while visiting the site produced 12.8% more orders compared to the control group.

"We were skeptical about whether HACKER SAFE certification could boost conversions for an established brand like Yankee Candle, but the A/B test results quickly convinced us," said Michael Phillips, Internet Strategist, Yankee Candle. "HACKER SAFE certification generated measurable positive results in our conversion rate and has proven to be a very worthwhile investment for our online business."

"Due to continued widespread media coverage of hacking incidents, even established brands like Yankee Candle need to address consumers' fears about the security of online shopping," added ScanAlert CEO Ken Leonard. "Independent certification of site security through HACKER SAFE enables brands to alleviate these fears so that consumers are more willing to shop more and spend more online."

About HACKER SAFE Certification

ScanAlert conducts comprehensive daily security audits of ecommerce infrastructure and then certifies the security of it in real-time by allowing the HACKER SAFE certification mark to appear only when a site's current status meets the highest published government industry standards. ScanAlert certifies the ongoing application of patches, and as long as the site remains secure, continually serves a HACKER SAFE certification mark directly to the retailer's web site from ScanAlert's network. In scientific A/B testing by more than 200 online retailers, including national chain stores, HACKER SAFE certification increased sales conversions an average of 14.2% compared to the control.

About Yankee Candle Company, Inc.

The Yankee Candle Company, Inc. is the leading designer, manufacturer, retailer and wholesaler of premium scented candles in the U.S. with sales of $554 million in fiscal 2004. The Company has a 35-year history of offering distinctive products and marketing them as affordable luxuries and consumable gifts. In addition to its 361 retail stores in 42 states, a North American wholesale customer network of approximately 15,600 store locations, and a European wholesale customer network of approximately 2,200 store locations through its distribution center located in the United Kingdom, the Company sells its products through direct mail catalogs and its Web site, yankeecandle.com. Headquartered in South Deerfield, Massachusetts, Yankee Candle employs approximately 4,550 people.

About ScanAlert, Inc.

Headquartered in Napa, CA, ScanAlert is the world's largest web site security certification company, protecting over 65,000 web sites in 30 countries through the HACKER SAFE certification program. The certification mark indicates that these sites protect the personal data of millions of shoppers every day by meeting the highest federal and industry web site security standards. For more information, please visit www.scanalert.com.

Contact Information

  • Yankee Candle Contact:

    Susan Stockman
    Director of Public Relations
    Tel: 413-665-8306 X 4542

    ScanAlert Contact:

    Nigel Ravenhill
    Director of Marketing
    Tel: 707-224-7656 X111