Sounds catchy and I imagine some e-merchants running to their keyboard to hammer out a premium "upgrade privacy package" page but alas, it is a little bit different.
See, the 72 subjects were given money to make two online purchases (don't ask what...) and some were sent to Privacy Finder, a shopping search engine which takes privacy policies into account. This too is a project of the Carnegie Mellon University.
Of course we know that shoppers are actively looking to establish some sense of security. That is why security seals and their placement matter so much.
But in the end focusing on privacy and security fulfillment is missing the big picture. It's dealing with the symptoms. It doesn't ask who is concerned why.
The real need of the shopper, as I see it, is transparency. It is the black box mystery, the media-fueled fear, the pure uncertainty of not only what is happening but what might happen.
Remember, even the young computer savvy person coming to your shopping site has mainly hear-say knowledge of online security. That hear-say knowledge includes the Russian mafia, trojans stealing his passwords, WiFi networks being ripped apart ... and worse.
In other words, TAC (The Average Consumer) has a purely anecdotal knowledge of how bad things can be.
To counteract the know-it-all who blabs dark tales on a birthday party, you need transparency, you need full disclosure. And you need it not in a document formulated and approved by the legal department; you need it in the form of an upfront talk between you and me.
You need to say, OK, yes, we are collected data about you and your purchases. Here is what we collect. Here is how we and where we store it. Here are the laws under which that information is protected. Here's what we're going to do with that information. And here is how all this relates to you.
Go a step further. Think! What do they worry about? Credit card details! OK, so, write something. Sit together with your customer, your friend, and say, look, I'm accepting this information over an encrypted line. Even if someone would eavesdrop, it is just garbage to them. And then even if I were to write your number of a piece of paper and distribute it, you're protected through your credit card company. And.... and.... etc.
Making a sale is a process of removing any obstruction and objection that stands between a shopper and his or her desired purchase. They're just looking for a little bit of help.
What are you going to do?