As the Internet becomes more ingrained into our day-to-day lives, the level of digital crime rises higher and higher – and the end user knows it.
What this means is that – especially in the world of E-Commerce – it’s absolutely vital that prospective buyers trust their vendors.
If there’s no trust, there’s no desire to purchase.
The best way to foster this trust is to assure the user that their information is safe.
If a customer believes that a vendor is doing everything possible to secure its transactions, then they’re far likelier to do business with them.
The opposite is true, too – if a vendor appears lax in their security, users will take their business elsewhere.
It’s common sense, really. Would you trust a shopping cart more with or without a seal like this?
With that in mind, it should come as no surprise that there’s mounting evidence that SSL Certificates and trust seals have a direct, noticeable impact on conversion rate. According to a recent case study by VeriSign, for example, online hotel booking site Central Reservation Service saw a 30% increase in conversion rates after featuring an SSL badge on their site. The numbers in a similar study by Symantec are even more telling: clients saw an increase of anywhere from 10% to 87% using Symantec’s EV SSL (see below).
While there is some correlation between a badge’s recognizability and performance, ultimately the simple inclusion of a seal somewhere on each page of one’s site (especially in the shopping cart) is enough to improve conversions.
Seals don’t just have an impact on conversions, either. When a user trusts a website more, they aren’t just likelier to buy from it – they’re likely to spend more with each purchase. A Comodo case study found that one of its customers enjoyed a 23% increase in value per purchase in addition to an 11% increase in conversion rate. With all this data in mind, it’s not entirely surprising that Netcraft in 2011 found that nearly every top website in the world uses either Extended Validation or Organizational Validation.
Evidence further shows that conversions and sales values alike suffer without a seal. Actual Insights, for example, carried out a study back in 2011 regarding the effectiveness of various seals based on recognizability. One insight in particular stands out: of the participants, 61% said they decided not to purchase a product because it lacked a trust seal.
It should by now be abundantly clear to anyone opting to do business online – you need an SSL seal. Without one, users aren’t as likely to trust you as a vendor. And, as the evidence compiled here shows, that will lead to fewer – and lower-valued – sales.
As the Internet becomes more of a fixture in our daily lives, the volume of information that’s at stake grows larger and larger. To assume users are unaware of this – and that they aren’t taking steps to protect themselves – is the greatest folly. You need to show them that your organization is just as interested in safeguarding your data as they are – and one of the best ways to do that is with a trust seal.