The Virtual Handshake 1
The Virtual Handshake: Building Trust One Click at a Time
The Top 10 Ways to Lose a Customer’s Tru...
Symantec Website Security Solutions
2The Virtual Handshake
Are You Really You?
The Virtual Handshake 3
The Transitive Property of Equality
The Virtual Handshake 4
If A = B and B = C
therefore
A = C
The Transitive Property of Trust
The Virtual Handshake 5
Stays on your site
interacts with your site
Clicks connect, conti...
The Transitive Property of Trust
The Virtual Handshake 6
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
...
8
• ‘Always-On SSL’
• Protecting entire user experience – from arrival/login, to logout/departure
Industry Leaders Got the...
Trust is More Important Than Ever
The Virtual Handshake 9
Peeking Down the Funnel
The Virtual Handshake 10
Search
Land
Purchase
Peeking Down the Funnel:
Lack of Trust Erodes ROI
11The Virtual Handshake
Peeking Down the Funnel:
Lack of Trust Erodes ROI
12The Virtual Handshake
• A lack of trust further “up the
funnel” reduce...
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 i...
Top 10 Ways to Lose a Customer’s Trust
once they’re on your site
The Virtual Handshake 14
6. Browser security warnings
7. ...
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 di...
The Virtual Handshake 16
How do I…
… deploy trust
… defend against fear & doubt
• www.symantec.com/ssl
• 1 (866) 893-6565,...
Copyright SiteTuners © 2012 - All Rights Reserved.
The Virtual Handshake:
Building Trust One Click At A Time
Tim Ash
CEO
@...
Copyright © 2013, SiteTuners - All Rights Reserved.
• Conversion-focused website blueprints (full redesigns & quick faceli...
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
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+ 40%
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Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 22...
Copyright © 2013, SiteTuners - All Rights Reserved.
Express Review - Special Offer
• 45 or 90-min interactive review of la...
“The Conversion Conference was like taking 4 years of advanced study in two days”
- SF Attendee
Learn, Grow and Profit fro...
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Virtual Handshake - Building Trust Online

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Learn how to build trust online from Jeff Barto, Trust Strategist at Symantec and Tim Ash, CEO at SiteTuners.
Get tips to make your site more visible and learn about how you can establish trust before the visitor gets to your page, keep it once they land on your page and about the importance of building lasting trust that can stick with site visitors when they encounter your site in the future.

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Virtual Handshake - Building Trust Online

  1. 1. 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
  2. 2. Symantec Website Security Solutions 2The Virtual Handshake
  3. 3. Are You Really You? The Virtual Handshake 3
  4. 4. The Transitive Property of Equality The Virtual Handshake 4 If A = B and B = C therefore A = C
  5. 5. 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
  6. 6. The Transitive Property of Trust The Virtual Handshake 6 The customer who trusts your site… … is good for business
  7. 7. 7 • Google announced SSL-protected Search • Firefox defaults to Google Search via SSL Google Got the Idea: Trusted Search The Virtual Handshake
  8. 8. 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
  9. 9. Trust is More Important Than Ever The Virtual Handshake 9
  10. 10. Peeking Down the Funnel The Virtual Handshake 10 Search Land Purchase
  11. 11. Peeking Down the Funnel: Lack of Trust Erodes ROI 11The Virtual Handshake
  12. 12. Peeking Down the Funnel: Lack of Trust Erodes ROI 12The 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
  13. 13. 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”
  14. 14. 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
  15. 15. 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
  16. 16. 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 • contact@SiteTuners.com
  17. 17. Copyright SiteTuners © 2012 - All Rights Reserved. The Virtual Handshake: Building Trust One Click At A Time Tim Ash CEO @tim_ash
  18. 18. 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
  19. 19. Copyright © 2013, SiteTuners - All Rights Reserved.
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  38. 38. Copyright © 2013, SiteTuners - All Rights Reserved. + 40%
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  40. 40. Copyright © 2013, SiteTuners - All Rights Reserved. Before
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  56. 56. Copyright © 2013, SiteTuners - All Rights Reserved. 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
  57. 57. Copyright © 2013, SiteTuners - All Rights Reserved. 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
  58. 58. “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
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