5 ways you can make your online shoppers feel safe

[et_pb_section bb_built=”1"][et_pb_row][et_pb_column type=”4_4"][et_pb_text _builder_version=”3.0.106" background_layout=”light”] According to E-Commerce Times, approximately

145 million Americans (half the population of the United States) were affected by the recent data breach at Equifax. Unfortunately, incidents such as this are just a small portion of the

many data breaches that continue to be reported. “Consumer confidence is at an all-time low,” says Paige Schaffer, COO of Generali Global Assistance’s identity and digital protection

services global unit. In fact, an ORC International study found that 40% of consumers believe businesses aren’t doing all they can to protect their personal information. Here are some key

ways you can reassure skittish shoppers and potential customers that it’s safe to buy from your online store: 1. MULTIFACTOR AUTHENTICATION (MFA) You can give your online shoppers peace of

mind by requiring several layers of verification. For example, if a buyer forgets his/her password, your site can require various security questions before sending an email to the customer’s

email address. The buyer then clicks on the link in the email to verify their information so more information can be shared. Requiring several authentication steps will ensure that your

company doesn’t supply private information to a third party. Ebba Blitz, CEO of Alertsec, also advises having multifactor authentication for any users accessing sensitive information or

anyone in the company handling money-related data to make breaches hard for hackers. You should also ensure that data storage is on a secure server like Amazon Web Services. If the data is

stored in-house, it should be encrypted at every entry point, as well as having a personal firewall. 2. PCI COMPLIANCE Regardless of the size your e-commerce site, if your company plans to

accept card payment, as well as store, process, and transmit cardholder information, it’s essential that your data be hosted securely by a PCI compliant hosting provider. Payment Card

Industry compliance lets customers know that you have taken every possible precaution to ensure that their credit card information safe. Many e-commerce sites choose to work with third-party

processing site in order to keep business moving. Although this can lift some the responsibility from your shoulders, it may also cause other problems to occur. PCI compliance should be

promoted as part of your company’s culture and customer data protection should be reflected in all aspects of what you do. 3. SSL SECURITY Shoppers are afraid to buy online because of

potential financial and/or identity theft. As HubSpot explains, “A Secure Sockets Layer (SSL) encrypts their information the moment it’s entered to make a purchase. When consumers see that

your URL begins with “https,” they can be assured that your site is “secure.” A shield or badge on your website — such as those from VeriSign and GeoTrust — will provide an extra level of

confidence. Make sure you don’t just buy the cheapest SSL certificates you can get. You want to choose a well-known and trusted vendor that offers full authentication and encryption between

40-bit and 128-bit (although 256-bit is becoming the norm). Make sure that your SSL certificate is always up to date. When your SSL certificate expires, shoppers will receive notifications

informing them that proceeding with a purchase on your site could put their information at risk. This could result in a loss of customers. Remember, when shoppers feel secure, they’re more

likely to buy from you. 4. AVOIDING REDIRECTS Another way you risk losing potential buyers is by submitting them to redirects that trigger a warning from your SSL certificate authority. This

occurs any time a shopper clicks a link to buy something and is sent to another site to do so. A warning will pop up, letting them know they’re now dealing with a site other than your own.

Whether it’s a third-party credit card processing site or a redirect to purchase from another vendor, shoppers may become spooked and decide not to go through with the sale. 5. PAYMENT

OPTIONS Believe it or not, some shoppers prefer _not_ to make online purchases with credit or debit cards, especially when they hear about major breaches such as Zappos and eHarmony. But as

HubSpot points out, you don’t have to lose those buyers just because they prefer not to use credit cards. Options like PayPal or Verified (by Visa) allow consumers to shop at multiple sites

without sharing credit card information with each one. PayPal also accepts bank account information, expanding the shopper’s options. Providing consumers with additional payment options,

other than just credit and debit cards, may mean more work for you, but it will increase your potential to capture part of the 30% who are anxious about shopping online, as well as the 20%

who don’t shop online at all. CONCLUSION Information on HubSpot indicates that 20% of consumers won’t shop online because they’re afraid, and 22% only use well-known e-commerce sites. A key

part of building a sustainable business that can compete with sites like Amazon is making sure shoppers feel comfortable sharing their financial information with _you_, not your competitors.

The risk of financial and/or identity theft on the Internet is a stumbling block for potential buyers. That’s why your website should implement several safeguards to ensure that both your

prospects and current customers get the absolute safest and most secure shopping experience possible. [/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section] _Originally published at

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