If you’re ever shopped online, then there’s a good chance you have seen notifications of secure socket layer (SSL) connections which is a connection that encrypts sensitive data such as payment information. Since consumers want to ensure their data is safely transmitted, SSL certificates provide protection for sensitive data, which makes consumers more willing to shop online.
As a web startup, whether you are collecting leads or doing direct sales, having the technology and messaging in place for an SSL certificate setup can improve brand trust and conversion rates. When investing in an SSL certificate start by thinking like a consumer. Visitors to your site need assurances to know exactly who they are working with and to ensure their data will be protected. Even if you have a high quality design, having an SSL “seal” and high quality protection visible on your site will further ensure users can be confident in your site.
The Business Case for Startups Implementing SSL Certificates
For web-based startups, building up consumer trust should be at the core of your business model. Let’s suppose your business model is selling leads to local restaurants, since you’re building a restaurant review and culinary guide site. In this case, consumers will be required to enter their reservations details or catering requests which you then provide to your clients. To encourage users to enter this information, you can reassure them with an SSL certificate and seal. Having your lead form on a secure https (which is the secure version of the Hypertext transfer protocol that precedes web addresses), you give the user more confidence in your service.
While there are strong technical reasons to use SSL certificates, the primary benefit comes in terms of improved conversion rates. By improving user trust, visitors are much more likely to convert into leads which mean more revenue to your bottom line. Most SSL certificates have some upfront cost for implementation and setup as well as annual renewal fees, but studies have shown the certificates more than pay for themselves. You have a variety of choices for certificate providers, and going with a reputable provider such as Geosign, Verisign or another large company can add additional credibility to your site. Leading SSL providers offer you a seal which consumers can click to verify the security and identity of the form for increased verification.
Consumers today are well aware of the risks to shopping online, and both technology as well as consumer perspectives take these factors fully into account. If a user is entering sensitive information into an unsecure (http) page or a page with an unsigned security certificate, then their web browser may alert them, lowering the chances of a conversion. A reputable, signed certificate will allow users to verify the identity of your company, providing them with more confidence in your lead or transaction form. With a high quality SSL you improve conversions, limit your personal liability for the data and can start building on best security practices. As a startup, security and trust should be at the core of your investment decisions, and SSL implementation makes good business sense.
