Although consumers have been shopping online for many years now, they still want reassurance that they're safe to shop on a website they may not have visited previously.
A web store with a trustmark such as Norton Secured, McAfee Secure or TRUSTe, makes shoppers feel safer. A site displaying such a seal means that the issuer:
A trustmark is more than just a logo. You paste a block of code into your site that shows dynamic content from the issuer, including the date the site was last verified as secure. When a customer hovers over a trustmark or clicks on it, they see full details about the website, which can be independently verified on the issuer’s own site. When a website is compromised and this is detected in a scan, the seal disappears until the business rectifies the issue.
Trustmarks are far more important to small businesses than to well-known brands. Amazon, eBay and John Lewis, for instance, don't display a trustmark because people are already confident that they are serious about security with a proven track record. However, a small retailer with an unknown brand doesn't have the same luxury, so needs to do all it can to reassure shoppers that it is trustworthy.
“Concerned visitors don't become customers. 45% of people have abandoned online shopping carts due to security worries” – Mcafee Secure.
Shoppers are now much more familiar with a number of popular computer security companies as a result of their anti-virus software being installed on new computers as standard. A consumer who's already placed their trust in any of these companies will readily extend that trust to a website that's been accredited as secure by those same organisations.
An eConsultancy consumer survey in 2014 found the most widely recognised trustmarks are from companies who are also strong in the consumer security software business, with 35.6% of shoppers choosing Norton Secured and 22.9% choosing McAfee Secure as their preferred mark of safety.
A trustmark is just one tool in a suite of measures online businesses should use to build customer confidence.
All of these aspects contribute to establishing your business as trustworthy and overcoming a customer's fear – which could otherwise lose you the sale.
Copyright © 2015 Simon Horton of hosted shopping cart and ecommerce plug-in provider ShopIntegrator.
All businesses, whether small or large, need to implement safety measures and provide a safe working environment for those who work for it. What level these security measures take will depend on the size of the business and of course the budget available. No matter what size your business, there are some important and basic and common sense security measures that can be easy and cost-effective to execute to safeguard staff, equipment and other valuables.
1 Risk assessment
As soon as you possibly can, assess which areas of your premises could be vulnerable to crime or disaster. If you operate from a property on a busy high street, shutters for the windows may be a good idea, while if you are in a remote location, CCTV may be the best way forward. Do your research and identify the places that could be vulnerable to crime and come up with a solution quickly. It may just be that a window or door requires an extra lock, but even that could make a big difference.
2 Safety training
Staff members should have adequate training on safety procedures in case of an emergency. Safety drills need to be practiced regularly and a fire extinguisher readily available and tested to ensure it is in working condition. Fire exit doors should be clearly visible and not obstructed and facilities for any employee who has a disability should be in place for evacuation. A two-way radio device can be of use in coordinating and communicating in such an event. It is important to have a list of emergency numbers for the police, ambulance services and the fire brigade to hand and a safety manual or a safety notice pinned up to advise staff of what to do in an emergency.
3 High-value goods
If you keep stock, money or high-value goods such as laptops or televisions onsite, it is vital you secure them – in a small business, having high-value items stolen can be disastrous. If money is kept onsite, invest in a good quality safe and make sure you bolt it to the floor. If high volumes of stock are left overnight, make sure they are stored out of sight and towards the back of your premises, ideally in a room with few or no windows. Heavy-duty locks or bolts will do the job on any entrance.
Lighting is an effective and cheap way to secure premises. Motion-sensitive lighting will ensure that any dark corners that could provide cover for criminals are illuminated. They will also help enhance surveillance.
According to the Office for National Statistics, thefts from homes and other businesses went up by five per cent between 2010 and 2011, making it more vital than ever to make sure you are properly protected. They can be somewhat pricey, but having a good alarm that will automatically inform the police of a criminal act while it’s happening could one day more than pay for itself. If you already have one, make sure it’s working properly.
6 Asset tags
Security tags enable you to monitor any valuables on your premises, so that if they’re stolen, they are much easier to locate and eventually get back. Label all your goods and log all the details. If something goes missing, you can report it as lost or stolen. Some labels come with built-in trackers, so you can actually see where your goods are and get them back.
Guest post by Charlie Curtis-Jones who writes for Brentwood Radios, leading supplier of two-way radio communication equipment for business safety needs.