Security and Trust
While accessibility and usability are key to conversion, gaining the
confidence of your customers is something that should not be forgotten
SSL Certificates and VeriSign Secured Seals can help gain the trust
and confidence of your customers/users, and this in turn will help
maximise the conversion rate.
While having certificates and security seals is important, it must be
remembered that by themselves they only help to create an illusion of
security and won’t provide any actual protection against targeted
The Open Web Application Security Project (OWASP) produces a guide to
the top 10 web application security threats and every developer should
strive to remove all of these vulnerabilities from their web
applications as a base level of security.
There are also other solutions to web security issues such as the
services offered by companies like ScanAlert, who provide a service
called ‘HackerSafe’. This involves the testing and securing of a
website followed by the site receiving a certificate to display. This
undoubtedly helps conversion rates but the real value of the service is
"Customers need to trust a website before they will part with
their credit card or personal details (and if you say your website is
secure with fancy certificates; make sure it is secure!)."