virtual handshake

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

A = C

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

7

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

Google Got the Idea: Trusted Search

The Virtual Handshake

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

Trust is More Important Than Ever


Peeking Down the Funnel


Search

Land

Purchase

Peeking Down the Funnel: Lack of Trust Erodes ROI


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

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”

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 • [email protected]

Copyright SiteTuners © 2012 - All Rights Reserved.

The Virtual Handshake: Building Trust One Click At A Time

Tim Ash CEO

@tim_ash

Copyright © 2013, SiteTuners - All Rights Reserved.

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

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• More than 1200 clients since 2002

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Before


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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

http://express-review.com/




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

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