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WEB PROFITS
whwytriright 10 SSL Certifi cates
Trying to Save Money
Will Cost You Money.
Unfortunately, in an eff ort to minimize expenses, many of
these small ecommerce businesses escalate the inherent con-
sumer skepticism by using a shared SSL certifi cate, instead of
a private one. Although less expensive, shared SSL certifi cates
force consumers to third party websites for order completion,
leading to potential credibility barriers. Besides a noticeable
change to the domain in the browser’s address bar, using a
shared SSL certifi cate also creates the following challenges
to businesses’ trust-building eff orts:
Slow website load time of the third party website
has a negative infl uence on a website’s credibility
and convenience for the customer.
Limits ability to improve shopping cart
Do Not Fear, but Beware.
performance with usability and infl uential strategies
If using a shared SSL certifi cate is a start-up necessity, do not
like adding assurances, minimizing requested
fear. It will not necessarily prohibit sales, as long as you create
personal information and arranging forms fi elds for
a positive customer experience leading up to the checkout
process. Customers who are motivated to purchase and who
ease of use.
have gained a reasonable level of trust with your website may
not be put off by a shared SSL process, but be aware that the
conversion increases you will gain may always fall below those
Redirects the credibility to the third party provider
that would exist if you had your own private certifi cate.
and away from the ecommerce business.
Shared SSL certifi cates
Inability to post a “clickable and directly
referenceable” SSL certifi cate logo, like GeoTrust,
force consumers to
Truste or VeriSign, on the website for credibility.
third party websites for
order completion.
Customer inconvenience with “Continue shopping,”
functions that cause movement back and forth from
Also keep in mind that ecommerce websites using shared
a website to the third party.
SSL certifi cates from services like PayPal (owned by eBay)
or Google Checkout, experience fewer credibility challenges
because of the associative credibility gained from the promi-
nent brands. No matt er, the end net result more oft en than
Continued On 14 whwytriright
12 December 2009
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