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Viewing articles tagged 'mobile shopping'

SSL encryption; how a green padlock can help stop 17% of cart abandonments

22 Feb 2016

One of the biggest frustrations for any online store owner is seeing customers add items to their cart only to abandon it before completing their purchase. There are many reasons why this happens, for instance a great number of cart abandonments are due to shipping costs. But according to a 2012 WorldPay study of 19,000 consumers 17% of online shoppers said that they had abandoned an online purchase due to concerns about payment security.

You can help to eliminate these concerns with an SSL certificate.

What is an SSL certificate?

An SSL certificate is a set of data files which are used to encrypt information that is sent from the server where your online shop lives to the browser that your customer is using. It helps to reduce issues of eavesdropping, tampering of data or forgery in much the same way that gift wrapping a present before passing it to a child makes it much harder for those around to work out what you are gifting them.

In the earlier days of online shopping SSL certificates were used to ensure that when your customer provided you with their credit card details that this information wasn't freely available for interception. It was common practice for a checkout to be secured and the rest of the site to be left unsecured. This meant that when the majority of online stores switched to using a payment provider (such as DPS or Paypal) for handling the security of the credit card information, that some people started to believe that SSL certificates were potentially an additional unnecessary cost.

This couldn't be further from the truth. With the increase in identity theft it is prudent that all online stores take any measures they can to protect all information that their customers are providing. This can be achieved by securing your entire online store with an SSL certificate so that no data is easily intercepted, meaning your customers can browse all of your online store with complete confidence.

SSL encryption provides the biggest benefits to your customers when they are shopping from their mobile devices (which can easily account for 30-60% of your traffic) or from public wi-fi points due to the fact that both of these methods offer no encryption and are relatively easy to intercept data from.

What are the benefits to my business if I use SSL encryption?

When a potential customer visits your online store for the first time, there are things that they are looking for which tell them that this is a safe site to shop with. For instance; an easily accessible way to contact your business, an easy to understand shipping and refunds page, and that your store is secure.

The easiest way for a customer to see if your site is secure is to look in the address bar to see if there is a green padlock present:

The presence of a green padlock is a strong visual indicator to your customers that your site is secure and therefore safe to shop on.

A green padlock is often one of the first things that a customer is looking for when they visit your online store - they aren't waiting until they get to the checkout to check for it. This is why it's important to ensure that the whole of your online store is secured via SSL.

Put simply the biggest benefit to your business from using SSL encryption is that you are providing your customers with an instant, clear message that you take the protection of their information seriously and that you have created an online store which is safe for them to purchase from.

But your customers aren't the only ones which are looking for that green padlock. In August 2014 Google announced that they were tweaking their algorithms to start including ranking bonuses when SSL encryption was present. In December 2015 they announced they were widening these changes to start actively seeking SSL encrypted versions of sites and that these encrypted versions will be shown instead of the non-secure version.

The message from Google is clear; they believe that browsing the internet should be a private experience and "must not be subject to eavesdropping, man-in-the-middle attacks, or data modification."

What's involved in securing my online store?

The good news is that it's relatively simple to secure your store. If your developer hasn't done it as a matter of course when your store went live (which all good ones will have), then you will need to get them to set your site up to be secure. Then you just need your website hosting company to purchase and install an SSL certificate against your site.

There is a small on-going cost to having an SSL certificate, but it's well worth it when you consider the benefits to both your customers and your search rankings!


Why shopping on a mobile sucks

09 Feb 2016

The speed at which mobile devices have taken over has caught many retail businesses by surprise. Business owners tend to be genuinely surprised to learn that mobile devices count on average for 30-50% of all traffic to their online store....

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