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.
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Virtual Handshake - Building Trust Online
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
4. The Transitive Property of Equality
The Virtual Handshake 4
If A = B and B = C
therefore
A = C
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. The Transitive Property of Trust
The Virtual Handshake 6
The customer who
trusts your site…
… is good for business
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
• ‘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. Trust is More Important Than Ever
The Virtual Handshake 9
10. Peeking Down the Funnel
The Virtual Handshake 10
Search
Land
Purchase
11. Peeking Down the Funnel:
Lack of Trust Erodes ROI
11The Virtual Handshake
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. 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. 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. 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. 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
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!
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