March 25 2007

Brand reputation offers security

Online shoppers are becoming more aware of online fraud and 40% are checking that they are on a secure site before entering credit card details and personal information. However, nearly a third (28%) of respondents to a survey by usability consultancy Webcredible said that dealing with the website of a reputable brand provided the most reassurance when buying online.

As shopping surveys report, many online shoppers use the same retailers and stick to the same few, trusted brands when making purchases. Gaining shoppers' trust and maintaining a good reputation online is important and an area in which shopping review sites can help new or smaller retailers increase brand awareness and build their reputation.

Shoppers expect retail sites to look a certain way and a surprisingly large percentage of consumers (16%) judge a website's security primarily on its professional look and feel.

Liability for card fraud operates differently online than it does in bricks and mortar stores so it is in e-retailers' interest to secure transactions and the payment card industry is now bringing in standards to make sure that retailers handle this data securely.

Press release follows:

Internet shoppers are becoming more security savvy, according to a new poll conducted by web usability consultancy Webcredible. The poll, which questioned internet users on what makes them trust a website, found that 40 per cent of respondents look for the S after http in the URL before committing to an online purchase. Https indicates that the internet connection is secure and information such as credit card details will be encrypted.

However, the poll also reveals that a worrying number of internet users are putting their trust in the wrong place. For example, 28 per cent of respondents stated that dealing with the website of a reputable brand provided the most reassurance when buying online, while 16 per cent confirmed that they judge a website's security primarily on its professional look and feel.

Trenton Moss, director, Webcredible said: "It's surprising, but very encouraging, to see that so many online shoppers understand the importance of essential security measures like https. However, it is frightening to see that some internet users will naively put their trust in a website based solely on the way that it looks. Online security is of paramount importance and shoppers need to be clued up on what to look for when visiting ecommerce websites to be sure that their card details and personal information will be safe when they make their purchase."

The poll showed that online shoppers look for the following before trusting a site enough to buy online:

Https in web address - 40% Dealing with a reputable brand - 28% Professional look and feel - 16% Contact phone number readily available - 7% Security assurances on the page - 6%

Independent studies show that shopping basket abandon rates can be as high as 60 per cent, therefore, according to Trenton Moss, it is vital that brands take the following measures to build trust at the checkout with web visitors and increase their propensity to purchase:

Provide written assurances about your security and privacy policies Include user reviews to show that other people have used your website to buy a product. Then, build trust in those reviews by including ratings for the reviewers e.g. Ebay displays a star rating against each buyer or seller If your brand is not particularly well-known, prove there is a real organisation behind the website. Links to external web pages referencing your company can help Ensure that your content is up to date across the website, from news pages to corporate or product information Include details of any affiliations and awards

The poll, which took place on Webcredible's own website, ran in January 2007 and received 1,179 votes.

Emma Herrod