Website security is still a top concern among online shoppers. Considering the upsurge in stories about identity theft, stolen credit cards, and insecure government websites, there is a justified lack of trust in today’s internet marketplace. For the online retailer, this barrier needs to be overcome.
One recent trend in website security involves displaying a security seal on the page. Sites like McAfee/Hackersafe, Verisign, and Trust Guard have services that scan your site and declare to the world that it is secure from today’s hacking threats. Given that hackers are always trying new things, the services update themselves on a regular basis and apply new tests to their member sites every day.
For anyone who collects personally identifiable information, whether it is names and addresses or credit cards, security seals have a direct impact on the bottom line. At Web.com Search Agency, we have noticed that prominent seals on client sites (ideally placed on every page) improve conversion rates significantly. We have found that the indicator itself builds credibility, and there is also a secondary idea that disreputable sites won’t take the time to acquire such a seal. As a point of warning, we advise testing the seal (by clicking on it) to ensure that it is an actual security seal and not just an image.
Cyber attacks and information theft are among the toughest online actions to combat, since they are based in countries around the globe, and may come from compromised computer networks (AKA Botnets) which are controlled from elsewhere. While a security certificate won’t prevent an attempt on your site, it does offer a distinct advantage because a third party is checking for obvious holes in your defenses. Given that attackers use automated tools to scour the internet for potential victims, the right level of protection may indeed be the “shield” advertised by these vendors. Even though you will likely find that your customer’s trust is the most profitable aspect of displaying security credentials, there is a definite peace of mind in knowing that your site is up to today’s standards.
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