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
2The 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”

once they’re on your site
6. Browser security warnings
7. Mispelings,, & dumb thing’s
like poor punctuation
8. Mixed content warnings

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

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)
• Landing page test plans & testing strategy development
• Internal optimization team mentoring & training
• More than 1200 clients since 2002
About SiteTuners

+ 40%

+ 58%

Before

After
+ 51%

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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