Red Flags and Violations: 5 Ways Security Impacts Website Engagement

Top notch marketing efforts are no match for the red flags security-conscious visitors might encounter when approaching a website.  Website owners dot their i’s and cross their t’s when it comes to selecting imagery and keywords, and brainstorming ways to drive sales.  What about assuring visitors that your website is secure? 

Website visitors think twice when they navigate to a website and get a pop-up message clearly indicating that the site’s security certificate cannot be trusted or that it has malware. Getting visitors to your site is important, but they want assurances that it’s safe to interact with your website. Security issues directly impact your bottom line causing abandonment and lost sales.

Let’s look at a few ways you can assure visitors that your website is a safe place to shop and transact. 

1. Protect every web page with an SSL/TLS certificate
Search engines like Google and Bing are concerned for users’ security.  Google grants higher search rankings if every page on a website is protected with an SSL/TLS certificate because it prevents Man-in-the-Middle (MITM) attacks.

2. Glow green with EV verification
Internet giants like The Disney Store secure their website with an EV certificate because they are supported by the most comprehensive validation process available for trusted identification as well as data encryption, and authentication.  Browsers enhance the address bar only for websites using EV certificates with a green address bar and by displaying the company name — a clear indication to visitors that your website is trusted and secure. See what EV Certification looks like in different browsers.

3. Prevent pop-up warnings
A pop-up warning telling visitors that your site’s security certificate cannot be trusted or one stating that your site had malware sends visitors to your competitors’ site.  A few things can cause that. To learn more, CLICK HERE to request a copy of the eBook- “Surprising Ways to Improve Website Engagement”.

4. Prevent breaches with website security
Cybercriminals target website vulnerabilities and breach those websites to host malware.  A security breach can wreak havoc on eCommerce and your business reputation not to mention your “former” customer’s privacy. 

5. Security badges
Security-conscious online shoppers have a preference to interact with sites that display security badges. Badges, such as the one provided by SSL/TLS issuing Certification Authority, Entrust Datacard, website security provider or Google give visitors the confidence they need to transact on your website.  The Google Trusted Stores badge is another reputable seal for online business owners to explore. 

Website security can influence decision making giving visitors the confidence they need to interact with your website, and with the right tools in place, website owners can take steps that greatly reduce the possibility of business disruption -- revenue loss, downtime and tarnish to your reputation that results from a cyber attack.

To learn more about best practices for SSL please contact sales@mpa.co.nz to request a copy of the datasheet.

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