To the new business owner anxious to get off the ground and on the internet, it might be tempting to forego certain precautions like shopping cart security.  But even low beginning sales volume is at risk if proper measures are not observed.  Protecting customers as well as the business should be a priority, starting with the very first sale.  Here are some compelling reasons why.

• The cost of identity and information theft far exceeds any cost and effort involved in installing a secure shopping cart.  Identity theft affects nearly ten million people a year, according to the Federal Trade Commission.  Providing for customer security and lessening the business owner’s liability will pay for itself in peace of mind, reduced loss, and increased sales.

• Shoppers are well informed about the risks and precautions associated with online shopping.  They are more likely to complete a transaction when the site is secure.

• Studies of online buying habits have shown that sales increase as much as 15 percent when a site is protected by technology such as McAfee’s Hacker Safe.  Shoppers also look for the lock icon, and know the url in the address bar will change from http:// to https:// or shttp:// when they have entered a secure page.  If a site does not display these assurances, the transaction will often not be completed.

• Similarly, buyers look for SSL certification when proceeding to checkout.  This certification assures consumers that proper encryption technology is in place to protect their personal data during transfer.

• Surveys of consumers identified lack of confidence in a website’s security as one of the top reasons they abandon a shopping cart before completing the transaction.

• Using a self-hosted, unsecured shopping cart puts all data at risk should spyware find its way onto the business owner’s server.

Cost, time, and technical difficulties are sometimes prohibitive issues for new business owners.  There are alternatives for start-up businesses with these concerns.  PayPal and similar third-party services provide the ability to receive payments, as well as a ready-made, secure shopping cart.  Initial costs may be lower and the system is simpler to install, making it a safe, affordable option for some sellers.

So what are the advantages of installing a secure shopping cart?  The business owner earns credibility with consumers, a prerequisite for online success as well as an invaluable commodity.  As shoppers’ confidence increases, so does their willingness to purchase and the likelihood they will do so.  Satisfied customers provide a broad base from which to draw repeat business.  They also make recommendations to friends and associates, who will be assured by the positive regard and therefore will be predisposed to visit the website.  The bottom line is higher conversion rates and higher sales volume.

Ewen

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