Virtual Handshake - Building Trust Online

The Virtual Handshake 1

The Virtual Handshake: Building Trust One Click at a Time The Top 10 Ways to Lose a Customer’s Trust

Jeff Barto Trust Strategist

Symantec Website Security Solutions

2 The Virtual Handshake

Are You Really You?

The Transitive Property of Equality

If A = B and B = C

therefore

The Transitive Property of Trust

Stays on your site

interacts with your site

Clicks connect, continue, create, enroll, login, confirm, purchase and complete

Behaves loyally or builds business uplift… or both

The customer who trusts your site…

… is good for business

The Transitive Property of Trust

The customer who trusts your site…

… is good for business

• Google announced SSL-protected Search • Firefox defaults to Google Search via SSL

Google Got the Idea: Trusted Search

The Virtual Handshake

• ‘Always-On SSL’ • Protecting entire user experience – from arrival/login, to logout/departure

Industry Leaders Got the Idea: Trusted User Experience

The Virtual Handshake

Trust is More Important Than Ever

Peeking Down the Funnel

Search

Purchase

Peeking Down the Funnel: Lack of Trust Erodes ROI

• A lack of trust further “up the funnel” reduces the amount of convertible visitors to your website

• A website that appears untrustworthy may deter a visitor from following a call to action

• Lack of trust in search may prevent a customer from visiting your website

• An untrustworthy purchase page drives greater shopping cart abandonment

Top 10 Ways to Lose a Customer’s Trust before they even get to your site

1. Bad news in traditional media

2. Bad news in social media

3. Poor showing in search results

4. Blacklisted / blocked for suspected malware

5. “Suspected Phishing Site”

Top 10 Ways to Lose a Customer’s Trust once they’re on your site

6. Browser security warnings

7. Mispelings,, & dumb thing’s like poor punctuation

8. Mixed content warnings

Top 10 Ways to Lose a Customer’s Trust once they’re on your site

YOU! 15

9.You didn’t show them why they’re safe

10.You didn’t tell them why they’re safe

How do I… … deploy trust … defend against fear & doubt

• www.symantec.com/ssl • 1 (866) 893-6565, option 3

• www.sitetuners.com • 1 (800) 521-6056 • contact@SiteTuners.com

The Virtual Handshake: Building Trust One Click At A Time

Tim Ash CEO

@tim_ash

• Conversion-focused website blueprints (full redesigns & quick facelifts)

• Landing page test plans & testing strategy development

• Internal optimization team mentoring & training

• More than 1200 clients since 2002

About SiteTuners

Before

Q&A and Contact Info

tim@sitetuners.com

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

Express Review - Special Offer

• 45 or 90-min interactive review of landing page or site

• Video transcript recorded via GoToMeeting

• Includes AttentionWizard “attention heatmap” of your page

http://Express-Review.com – Starting at only $699

Mention “TRUST” after you order to get $100 off

“The Conversion Conference was like taking 4 years of advanced study in two days”

- SF Attendee

Learn, Grow and Profit from the Secrets of the Highest Converting Websites Mobile conversions • Optimizing video • CRO case studies • Psychology & design

Landing page best practices • Behavior-based personalization • Usability And much more!

Save $200 on Registration with Promocode Handshake www.ConversionConference.com

Virtual Handshake - Building Trust Online

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