Virtual Handshake - Building Trust Online
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Transcript of Virtual Handshake - Building Trust Online
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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
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Symantec Website Security Solutions
2 The Virtual Handshake
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Are You Really You?
The Virtual Handshake 3
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The Transitive Property of Equality
The Virtual Handshake 4
If A = B and B = C
therefore
A = C
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The Transitive Property of Trust
The Virtual Handshake 5
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
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The Transitive Property of Trust
The Virtual Handshake 6
The customer who trusts your site…
… is good for business
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7
• Google announced SSL-protected Search • Firefox defaults to Google Search via SSL
Google Got the Idea: Trusted Search
The Virtual Handshake
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8
• ‘Always-On SSL’ • Protecting entire user experience – from arrival/login, to logout/departure
Industry Leaders Got the Idea: Trusted User Experience
The Virtual Handshake
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Trust is More Important Than Ever
The Virtual Handshake 9
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Peeking Down the Funnel
The Virtual Handshake 10
Search
Land
Purchase
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Peeking Down the Funnel: Lack of Trust Erodes ROI
11 The Virtual Handshake
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Peeking Down the Funnel: Lack of Trust Erodes ROI
12 The Virtual Handshake
• 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
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Top 10 Ways to Lose a Customer’s Trust before they even get to your site
13
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”
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Top 10 Ways to Lose a Customer’s Trust once they’re on your site
The Virtual Handshake 14
6. Browser security warnings
7. Mispelings,, & dumb thing’s like poor punctuation
8. Mixed content warnings
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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
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The Virtual Handshake 16
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 • [email protected]
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The Virtual Handshake: Building Trust One Click At A Time
Tim Ash CEO
@tim_ash
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• 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
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