Success Online is All About Trust
A series of industry changes over the past few years have made encryption a must for all web pages not just eCommerce or form pages to avoid “Not Secure” warnings. All SSL certificates encrypt information sent from a browser to a server, so even blogs and personal sites can satisfy this requirement.
But encryption is only part of the online confidence equation. No matter what type of site you have, it’s essential visitors know they can trust you. Phishing attacks are at an all-time high, with 1.4 million new phishing sites created each month, so visitors have good reason to be suspicious of any website including yours. And, now that browsers label websites with even standard Domain Validation (DV) SSL certificates as “Secure”, it’s even tougher for your customers to know which sites are legit.
Separate Yourself from the Phish
Basic encryption isn’t enough to establish who’s really at the other end of the connection and it’s not enough to protect you from phishing attacks. Within a 30-day window, Phishlabs reports that 99.5% of HTTPS phishing sites had DV certificates that offer basic encryption. Unless you want visitors to see you as having the same level of security as phishing sites, you need to clearly show them you’re for real and their information is safe with you. Extended Validation (EV) is the most effective way to do that.
The Benefits of Going Green
Extended Validation (EV) certificates solve the need for both encryption and trust. Just like DV and OV SSL certificates, they activate the HTTPS and padlock icon in all browsers to assure visitors’ communications are encrypted. But they also require more comprehensive validation and provide unique visual indicators that demonstrate real, recognizable trust. That’s why EV is used by the most visited sites in the world, including Twitter, Apple, PayPal, and many others.
EV It’s Not Just for Ecommerce Anymore
EV certificates are the only SSL solution that provides a true ROI. That’s why they shouldn’t be considered an expense, but rather an investment in your reputation and your business. Trust us, your customers will notice. In a Tec-ED survey, 77% of participants said they’d be hesitant to shop on a website without an EV SSL Certificate.
Here are five ways EV pays you back:
· More Customer Confidence: While EV’s visual trust indicators vary across browsers, they all validate your company name and allow visitors to click for company and certificate details. Your customers deserve absolute assurance you are who you say you are.
- Objective Authenticity: On today’s highly suspect web it’s no longer who you think you are, it’s who a globally trusted third-party Certificate Authority (CA) says you are. CAs only issue EV SSL certificates after they’ve validated your legal, physical and operational existence including manual steps to ensure legitimacy.
- Clear Competitive Edge: With shopping cart abandonment rates soaring as high as 75%, you need to give visitors every reason to click your “Buy Now” versus your competitors. By taking the few extra steps to get EV SSL, you’re telling customers you care about their privacy and safety. That creates a level of trust and competitive advantage money can’t buy.
- Increased Conversions: EV SSL certificates are statistically proven to increase sales. According to one study, the British shoe store, Fitness Footwear, saw an impressive 16.9% increase in conversions after moving to an EV SSL Certificate. Likewise, Canadadrug.com reported that, after implementing EV, 33% more purchases were completed with 27% higher sales per transaction.
- Phishing Protection: EV’s identity review is restricted to entities that have been registered with a government agency or to an actual government agency. If the entity hasn’t been registered, it can’t apply for an EV certificate. Most hackers won’t pass the test.
So, while SSL is about encryption and authentication, ultimately, it’s more about gaining the trust of online visitors so they’re comfortable doing business with you. EV gives your customers confidence that translates into revenue.