Brands need to display security certificates

Brands need to display security certificates

When running an eCommerce website, a company relies on how much trust a customer has in putting their credit card number and personal information into an online form, but according to a recent report by Bronto Software, 35 percent of companies don't display security certificates during the checkout process. Companies should be investing in GeoTrust, VeriSign or Thawte SSL certificates in an effort to provide better security and make customers feel safer when shopping on their website.

“The level of missed revenue for retailers is astounding when you consider that over 50 percent of online transactions end in an abandoned shopping cart,” said Jim Davidson, Bronto’s manager of marketing research. “The good news is that much of this revenue can be recovered. Our report outlines strategies and tactics that merchants can employ to convert a greater share of abandoned carts to sales without a major effort.”

The Bronto report, titled Online Shopper Experience Study, looked at why people abandon their cart. Reasons other than lack of security included too many pages from cart to order confirmation and brands not directly displaying shipping costs or estimates in the shopping cart. Fixing these issues can go a long way toward keeping customers around and allowing them to complete their purchase.

Aside from increasing security, Bronto suggests sending follow-up messages reminding people that they have abandoned their cart. This may help bring back some stragglers who have just forgotten about the purchase the intended to make.

A VeriSign report on the use of their extended validation SSL certificates quotes Peter Muggleston, group manager of online and information services for ASB Bank Limited, who said that since implementing the SSL certificates, they have improved customer awareness of security and given customers a greater sense of confidence when using their online channels.