Symantec - How to acquire new customers and keep them

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The world of ecommerce never stands still.
Neither should your ecommerce strategy.
With web connections via smartphones and tablets now surpassing conventional computers, and Google tailoring search results and ads according to location and device, traditional SEO and online advertising techniques are increasingly less effective. Our new ecommerce guide shows frustrated business owners how to improve acquisition and conversion in today’s multi-device, always-on world.

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Symantec - How to acquire new customers and keep them

  1. 1. WEBSITE VISITOR ACQUISITION AND CONVERSION SOLUTIONS HOW TO ACQUIRENEW CUSTOMERS & KEEP THEM
  2. 2. Search Web-based marketing is a key tactic amongst companies of all sizes. In the past Search Engine Optimisation (SEO) and online advertising methods generated returns and conversion rates, they are starting to falter though. Now is the time to consider a new approach to traditional SEO and online advertising so you can maximise the return on your online marketing.
  3. 3. Google has a set of tools that allows you to simulate search results according to location, language, and device. SEO FOR MULTI DEVICE PLATFORMS
  4. 4. 80%NEVER RETURN IF THE CONTENT FAILS TO IMPRESS 57%OF VISITORS LEAVE WITHIN 3 SECONDS LANDING PAGE OPTIMISATION SEO EFFORTS MEAN NOTHING IF VISITORS LEAVE YOUR SITE QUICKLY. LANDING PAGE OPTIMISATION IS A WAY OF ENSURING VISITORS STAY ON YOUR SITE... WORSE THAN THAT
  5. 5. What is the first thing you see? Remember, that could be the only thing visitors will see. Review your landing pages and consider the following: 1 Is there any information you couldn’t absorb in just a few seconds? Does it need to be there? 2 Is there a visible sign of your website’s security? Consumers look for signs of credibility, like the Norton Secured Seal. 3 Is there an obvious and easy call-to-action visible above the fold? 4 What is your page loading speed like? Keep it simple, keep it fast. 5 1 53 2 4 LANDING PAGE OPTIMISATION
  6. 6. Make calls-to-action and links big enough for touch-screens 1 1 Keep text simple clear2 Don’t use flash on vital parts of your site 3 Avoid abandonments by keeping the shopping basket process simple 4 2 3 4 TWO-THIRDS OF CONSUMERS USE SMARTPHONES TO RESEARCH PRODUCT INFORMATION... ...AND A FIFTH OF CONSUMERS USE THEM TO SHOP OPTIMISED FOR MOBILE?
  7. 7. https://www.ImagineYourSiteHere.com Identified by Symantec 3 61% 53% DISPLAY A SECURITY MARK SO VISITORS KNOW YOUR SITE IS SAFE AND RELIABLE TURN BROWSERS INTO BUYERS In one study, about 61% of respondents said they have abandoned a purchase because they could not find a trust logo on the website.* 53% of scanned websites have unpatched vulnerabilities** Source * http://www.actualinsights.com/2011/shopping-cart-abandonment-trust-logos/ **Symantec ISTR http://www.symantec.com/threatreport/
  8. 8. “The trustworthiness of a website is more important to consumers than product prices and the site’s appearance when deciding whether or not to make a purchase or application.”* A key way of reassuring website visitors is to use trust logos issued by recognised 3rd parties such as Symantec. Sites that use the Symantec SSL Certificates can display the Norton™ Secured Seal. Meaning visitors can check to see if the site is authentic and can be trusted. Source *Macromill Survey
  9. 9. THE NORTON SECURED SEAL IS DISPLAYED 1BILLION TIMES A DAY OF MALICIOUS SITES ARE REGULAR WEBSITES*61% TO GAIN LOYALTY WEBSITES NEED TO EARN AND MAINTAIN TRUST Source * Symantec ISTR http://www.symantec.com/threatreport/
  10. 10. Unexpected delivery costs 70% 50%DO NOT TRUST WEBSITE / SECURITY CONCERNS Lack of information about product 56% Do not trust website / security concerns 50% Website difficult to navigate / can’t find what I’m looking for 46% Complicated registration / login process 38% Want to ask a question - can’t find the answer 37% Checkout problems 35% Decided to do more research before purchasing 30% Difficulty in getting any help / customer service on the website 30% Reconsidered a purchase and decied I didn’t need the product 25% REASONS FOR ABANDONMENT DURING ONLINE PURCHASE* Source * Survey by liveperson, Jan 2013
  11. 11. https://www.ImagineYourSiteHere.com Identified by Symantec HOW TO STAND OUT ON SEARCH RESULTS HOW CAN YOU DIFFERENTIATE YOUR SITE FROM YOUR COMPETITORS’? Display a trust logo next to your site’s link in the search results to indicate that it has been checked by a third party. Symantec SSL Certificates come with Seal-in-Search, which displays the Norton™ Secured Seal next to your site in search results this makes your site stand out from the crowd! The Norton Seal seal also reassures users that your site has passed a daily malware scan and is safe to visit.
  12. 12. INCREASE SEAL-IN-SEARCH Source * Info Cubic Japan, a Japanese SEO consulting firm, found the organic visit from the search engines increased 5% after the firm implemented Seal-in-Search. https://www.verisign.co.jp/trust-seal/resources/pdf/CS_infocubic.pdf SITES HAVE EXPERIENCED A 5% INCREASE IN INBOUND TRAFFIC FROM ORGANIC SEARCH RESULTS AFTER USING SEAL-IN-SEARCH* Seal-in-Search is available to all internet users who have Norton Safe Web.
  13. 13. That data is encrypted1 That the company or organisation operating the site actually exists 2 That the site has passed a malware scan 3 That the site undergoes regular vulnerability assessments 4 TRUST LOGOS IMPROVE CUSTOMER CONVERSION Landing Page Optimisation and Entry Form Optimisation are known methods of improving customer conversion rates. Displaying the Norton™ Secured Seal on landing and payment pages reassure visitors. By clicking the seal, visitors can confirm four things:
  14. 14. Independent research shows that ... The Norton Secured Seal is the most recognised trust mark on the internet for e-commerce.* Source *Google and the Baymard Institute published this research: http://baymard.com/blog/site-seal-trust.
  15. 15. https://www.ImagineYourSiteHere.com Identified by Symantec 1 2 3 DRIVE EVEN MORE TRUST EXTENDED VALIDATION SSL (EV SSL) IS AN EFFECTIVE WAY TO IMPROVE CONVERSION RATES EV SSL Certificates are issued only to websites that undergo a stringent authentication process. When visiting an EV SSL secured webpage there are visual reminders of trustworthiness: PART OF THE BROWSER ADDRESS BAR TURNS GREEN PADLOCK ICON DISPLAY OF THE AUTHENTICATED COMPANY’S NAME AND THE NAME OF THE CA THAT AUTHENTICATED AND SECURES THE SITE 1 2 3
  16. 16. 90% are likely to continue online purchase when they see the Norton™ Secured Seal during the checkout process* The Norton Seal can be used to boost SEO and increase visitor acquisition and conversion rates EV SSL Certificates offer a simple visual indication of online trust Displaying trust logos on your website increases the likelihood that first-time visitors perceive your site as trustworthy and return Source *Study conducted November 2013 KEY TAKEAWAYS
  17. 17. READ OUR FULL WHITEPAPER TO GET ALL THE FACTS https://www.symantec-wss.com/uk/ecommerce-guide/social

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