press release

Step2 Builds Shopper Loyalty and Receives a 12.3% Increase in Website Conversion and Sales with buySAFE


Arlington, VA and Streetsboro, OH (November 9, 2010)
buySAFE, Inc., a leading provider of consumer confidence and website conversion solutions and, the direct to consumer ecommerce site for the largest American manufacturer of preschool and toddler toys and the world's largest rotational molder of plastics, determined during a recent A/B test that buySAFE significantly increased the Step2's website conversion rate and sales on

Step2 utilized an A/B testing methodology to objectively measure the conversion, sales and profit impact of using the buySAFE service. The results were conclusive. buySAFE increased’s website conversion and site sales by 12.3%. The test was conducted in August 2010 with almost 1 million page hits and hundreds of thousands of unique visitors included over a multi-week testing period, making the results highly statistically significant. The results translate into significant increases in sales and profits for from using the buySAFE solution.

“Understanding buySAFE’s positive impact on our business through rigorous A/B testing has enabled us to make an educated and well thought out decision,” says Tena Crock, Online Marketing Director for Step2. "With buySAFE on our website, our conversion and customer experience have both improved which benefits both us and our customers. buySAFE makes complete sense for Step2, as our focus is on making sure our customers thoroughly enjoy shopping with us."

"buySAFE is thrilled to partner with such a well known merchant like Step2," says buySAFE's Managing Director of Sales, David Ames. "Their emphasis on directly addressing shopper uncertainty, providing their buyers a special and differentiated shopping experience and then turning their happy buyers into loyal customers made buySAFE the perfect solution for Step2. The results from their A/B test and direct feedback from their buyers clearly demonstrated the value of the buySAFE solution."

About buySAFE
buySAFE, Inc. provides a transactional guarantee program for online merchants to increase profits and customer satisfaction. buySAFE is partnered with Liberty Mutual and Assurant Specialty Property. With over 5 billion online impressions of buySAFE each year and over 90 of the top 1,000 online merchant websites, buySAFE is widely recognized as an industry leader in providing its unique Guaranteed Shopping programs. buySAFE's investors include Grotech Ventures, Core Capital Partners, Symantec Corporation and The Hartford Financial Services Group.

About Step2
The Step2 Company, LLC is the largest American manufacturer of preschool and toddler toys and the world's largest rotational molder of plastics. Step2 began operations in 1991 with five employees and has grown to its present 800-plus full-time employees. Step2 boasts two large US plants in northern Ohio, one in Streetsboro and one in Perrysville. Step2 products are distributed to select retailers throughout the US, Canada, and over 70 other countries. Step2 is privately held by New York-based Liberty Partners. For more information, visit:

Media Contacts:

buySAFE, Inc.
Hans Dreyer (703) 778-4445

The Step2 Company
Alexis Freeman