I’m worried that well-publicised security scares affecting the internet might deter people from shopping on my website. Is there anything I can do to address those fears?
I’m aware that my customers are worried about fraud and ID theft. How can I convince them that transacting with me won’t leave them vulnerable to these threats?
Do I really need to install security measures? We’re only a small company and I’m not sure it’s worth it the additional cost.
If I only invest in one security measure for my website what should it be?
What happens when my EV SSL certificate expires?
I’m aware that fraudsters can copy my website to execute so-called phishing attacks. How can I prove to my customers that mine is the real website?
How can I stop my customers from being reeled in by a phishing scam exploiting my company’s name?
I’m worried that well-publicised security scares affecting the internet might deter people from shopping on my website. Is there anything I can do to address those fears?
You’re not alone – when surveyed by VeriSign, 88 percent of UK IT Managers said that they worried about customer fears over security. Whatever security measures your website employs, it’s vital that your customers can see them. Technologies such as EV SSL certificates, which turn the address bar of authenticated websites green in high-security browsers, or the VeriSign Trust Seal are easily recognisable signs of trust that tell your customers it’s safe for them to continue with their transaction without worrying about security. The benefits are clear – in tests conducted by dozens of online businesses across Europe, VeriSign EV SSL certificates helped to drive an increase in transactions ranging from 5% to 87% with an average uplift of over 20%.
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I’m aware that my customers are worried about fraud and ID theft. How can I convince them that transacting with me won’t leave them vulnerable to these threats?
If you don’t display your security credentials, you risk losing revenue, so it’s essential that when you have invested in robust security for your website, your customers can see clear evidence of it.
Investing in a trust mark tells customers they can shop with confidence on your site, and like display advertising, it must be seen in order to work. Therefore a trust mark must be visible on every page where a shopper even thinks of initiating a transaction – for instance, a home page, and any page where a “Buy” or “Add to Cart” button appears. It should also figure prominently on a checkout page to combat shopper anxiety and keep them from abandoning shopping carts at the last minute. Retailers can also apply for an Internet Shopping Is Safe (ISIS) accreditation and display an ISIS trust mark on their sites to reassure customers that their site is safe.
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Do I really need to install security measures? We’re only a small company and I’m not sure it’s worth it the additional cost.
It’s a dog eat dog world, and today times are particularly tough given the economic downturn. In order to compete effectively with other businesses both large and small, you need to embrace every available method for sharpening your competitive edge. Websites with enhanced security measures can expect to see better customer perceptions of security. When customers feel comfortable shopping on a website, they are more likely to increase their order value, safe in the knowledge that inputting their financial details won’t result in them falling victim to online fraud. They are also more likely to take their transactions to the checkout, meaning less abandoned shopping carts and improved sales. The bottom line is that whatever the size of your business, investing in security results in more sales and higher profits, as well as offering your customers the reassurance that you an authentic, reputable company.
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If I only invest in one security measure for my website what should it be?
If your website includes transactional functionality, consider an EV SSL certificate. When customers visit a web page secured with an EV SSL certificate, provided they are using an EV-equipped browser, the address bar turns green. The browser and the security vendor control the display to deter phishers and counterfeiters from hijacking your brand – and your customers – via techniques like site spoofing.
Sites that outsource their shopping cart or payment functions to third-party providers and those that do not process sensitive personal information could consider installing a VeriSign Trust Seal. By displaying the VeriSign Trust Seal, any business website has the opportunity to leverage the global awareness associated with the VeriSign Secured Seal. The VeriSign Trust Seal pairs the familiar VeriSign checkmark circle with the words “VeriSign Trusted,” with benefits including increased traffic, conversion rates and customer loyalty. The VeriSign Trust Seal helps drive traffic by serving up the most recognised trust mark on the Internet while helping websites avoid search-engine blacklisting through daily malware checks and mitigation.
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What happens when my EV SSL certificate expires?
According to VeriSign research, 83 percent of UK IT Managers worry that their EV SSL certificate might expire unexpectedly. However, VeriSign makes it fast and easy to renew your certificates with the VeriSign Certificate Centre. With your transaction history securely stored on our system, you can quickly renew and purchase additional certificates. You can start the renewal process up to 90 days prior to expiration and renew for multiple years from the previous expiry date.
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I’m aware that fraudsters can copy my website to execute so-called phishing attacks. How can I prove to my customers that mine is the real website?
Unfortunately cyber fraudsters are becoming increasingly adept at creating fake sites that mirror their legitimate counterparts incredibly well. However without the legitimate company’s EV SSL certificate there is no way they can display its name on the address bar because the information shown there is outside their control. Fraudsters cannot obtain legitimate EV SSL Certificates because of the stringent authentication process; only genuine businesses need apply.
In addition to security credentials, it is important for consumers to be able to identify a safe website by reading the content on the site. To prove to customers that your website is reputable, first include contact details. Clearly displaying a local postal address, email and phone number shows customers that the website relates to a legitimate physical business. It’s also important to take pride in the appearance of your website. Make sure there are no grammatical mistakes, as this could spark fears among consumers that the website is a fake.
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How can I stop my customers from being reeled in by a phishing scam exploiting my company’s name?
You can provide security tips for customers on your website, along with clear information regarding your site’s security policies and procedures. By helping your customers to identify the tell-tale signs that signify a fake website you can build up their trust as a responsible online business with their best interests at heart. VeriSign provides a wealth of tips for consumers to follow at www.trustthetick.com. There is also an online game, created by VeriSign, that consumers can play to educate themselves on the clues which give away fraudulent sites: www.phish-no-phish.com
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