Gaining The Trust
Gaining The Trust of Online Customers
Gaining the trust of online customers is vital for the success of e-commerce. Make sure your website earns its full potential by increasing customer confidence at transaction time.
What concerns online shoppers when making an online purchase?
- 78 % of the British population worries about becoming a victim of identity theft (i)
- 51 % of UK online consumers feel that businesses (banks, credit card companies, and web site owners) don't do enough to safeguard information online (i)
- 78 % of people transacting online in the UK look for multiple security cues to know that they are on a trusted site (e.g a mix of: the green bar, the padlock, https session, a security mark like the VeriSign Secured Seal) (i)
- 54% of online shoppers in the UK responded that they had abandoned a shopping basket because they didn’t get a sense of security and trust. (ii)
(Source: (i) You Gov Survey, January 2008, (ii) TNS Research, August 2006)
Shoppers Abandon Carts/Baskets and Buy Offline
Fraud and identity theft have created a chilling effect on e-commerce. Of online consumers, 54% of online shoppers in the UK have abandoned a shopping cart/basket because they did not “trust” the transaction. Forrester Research found that 24% of online consumers stopped purchasing online during the 2005 holiday season due to security concerns. (Forrester Research, December 2005.)
Trust Signs Restore Consumer Confidence
Website visitors have learned to look for the closed padlock and "https" in the URL address to show that a web page is secure. In the latest high security browsers, they also see a green address bar when a highly authenticated Extended Validation certificate is detected. To guard against imposters and phishing sites, website visitors have also learned to look for authenticated information about the certificate owner from a trust mark such as the Thawte Secured® Seal or in the high security address bar.