Grow Your Business by Building Customer Trust

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1 WHITE PAPER: GROW YOUR BUSINESS BY BUILDING CUSTOMER TRUST White Paper Grow Your Business by Building Customer Trust The Secret Ingredient of Internet Success

2 Grow Your Business by Building Customer Trust CONTENTS Introduction How Can Norton Secured Seal Help? Consumer Trust is Essential The Damaging Effects of Malware The Norton Secured Seal Types of Malware Phishing Identity Theft Viruses Pharming Scams Spyware Trojan Horses The Impact on Business The Impact on SEO Building Trust Online The Customer Lifecycle Trust Must be Established Quickly Trust at the Site Level Without Trust, You re Losing Profits If You Have to Give Up 10 Points of Margin on Every Sale, Your Business Could Suffer What If My Site s Security is Threatened? Obtaining the Norton Secured Seal

3 Introduction Running a successful website for your organisation is a challenge. Whether the site is merely promotional or a full-service e-commerce enterprise, you the business owner or designer must create an attractive and functional destination with compelling content that is frequently updated. If you are new to online retail or have only recently launched your company s online presence, you may have wondered: How can I improve incoming traffic from search engines? I don t have a big name brand; how can I encourage visitors to trust my website and do business with me? Should I be worried about my website being attacked by malware? Larger companies may wonder: How can I make sure my site is safe from hacking and malware? Is my site as secure as it could be? People know my name. Is it worth it to put a trust mark on my site? This paper will answer the questions above and provide guidance on how to establish strong online relationships with customers that are built on trust. After all, trust is what nurtures customer loyalty. The best search engine optimisation (SEO) can t help if visitors don t perceive your site as credible. Consumers will not share personal information or make a purchase if they aren t convinced of your site s authenticity. Even the most enthusiastic users can be driven away by a single virus or Trojan attack, should your site ever be compromised by hackers. Now more than ever, organisations need to implement strategies that build and improve user trust. Visitors must be sure immediately that they haven t landed on an impersonator s counterfeit site. If they feel unsafe, they will leave, and chances are high they ll never return even if nothing malicious has actually occurred. And you, as the organisation owner, need to know if your site has been compromised with any of the common malware that Symantec scans for daily. How Can The Norton Secured Seal Help? The Norton Secured Seal can help build this sense of trust by bolstering security and authenticating your site. The Norton Secured Seal is displayed more than 750 million times per day on websites in 170 countries, and in search results on enabled browsers, on partner shopping sites, and in product review Web pages. According to a UK online consumer research study conducted by Synovate, 91 percent of consumers are likely to continue an online purchase when they see the Norton Secured Seal during the checkout process, more than other seals or when no seal is displayed. 1 1 Source- Symantec Online Consumer Study, July

4 When people click on the Norton Secured Seal, they see that your organisation is who you claim, and the results of the daily malware scan and vulnerability assessment (if enabled). Consumer Trust is Essential You don t have to be the savviest tech person around to know that online security threats are a very real concern. Troubling security breaches appear in the news on a regular basis. Meanwhile, there is no shortage of advertisements for products and services offering to protect consumers from online fraud and other scams. Consumers and business owners understand that threats to online security exist and require a proactive approach. For example 2 : Targeted attacks increased 42% in ,291 new vulnerabilities were found, up 18% from ,826 Identities were exposed per breach Phishing is going social: the number of sites that spoofed social network sites increased 123% in % of the mobile threats found in 2012 were designed to steal information. There were 43,000 new malicious web domains found in 2012 These are sobering statistics. The good news is that the security strategies implemented by businesses and consumers are working. Moreover, consumers are getting better at spotting the telltale signs of a compromised site and keeping as far away as possible. Better-educated consumers are helping to reduce online security attacks, but businesses should also be aware that the services available to them for spotting fraud and taking action are major contributors to online safety. The Damaging Effects of Malware Say what you will about hackers, they are a smart and diligent group of people, constantly creating new strategies for scamming or corrupting your computers, networks, and websites with malware. What is malware? Simply put, it is malicious software that comes in a variety of forms. Having malware on your site (even if it doesn t attack your customers) will turn away those savvy enough to run security software that detects it, and they might not return after such an experience. In the best case, you might lose only a single sale or ad impression. In the worst case, customers could spread the word, and you ll stand to lose a lot more. If the malware does attack users, the situation worsens. Customers may lose personal data or funds. You lose your reputation. Just one malware infestation could result in your company being blacklisted by security software companies and even blocked by search engines. You may be vulnerable to legal action, depending on the nature of the attack and the compliance regulations that apply to your business. At the very least, you can be sure that disaffected users will tell others to avoid your site. Many businesses never truly recover from this sort of reputation-destroying event. 2 Source-Symantec Internet Security Threat Report (2013) 4

5 The Social Norton media Secured is proving Seal to be is one the of most the recognised strongest growing trust mark methodologies on the Internet: for malware. Social site businesses are often targeted for malware, clickjacking and embedding harmful links within seemingly innocent-looking posts. And now with apps and mobile applications reaching an organisation s site, a trust mark indicator is one of the few ways for the end user to know they re going to a safe site. Types of Malware Phishing Just as the name implies, phishing is when hackers with ill intentions fish around for your confidential information. Usually you receive an from what appears to be a legitimate company that attempts to trick you into handing over personal information, such as a credit card number or your National Insurance (NI) number. Identity Theft This can be your worst nightmare. Unbeknownst to you, someone manages to steal your personal information, such as your bank details or NI number, and then uses this information to obtain credit, merchandise, or services. Often, people don t realise their identity has been stolen until the damage is already done, they re in debt, and their credit score is lower. Recovery from identity theft can take months, or even years to untangle. The Norton Secured Seal is displayed more than 750 million times a day It appears on nearly 100,000 websites in 170 countries Viruses It also appears in search results on enabled browsers, partner shopping sites A computer virus is a self-replicating computer program that is bound and and product review Web pages determined to infect as many computers as possible, destroying every piece of data 82 per cent of UK consumers recognised the Norton Secured Seal in tests, more it encounters. Many viruses are found in executable files. This is exactly why your than our competitor s trust seals 2a computer prompts you with a message notifying you that you are downloading an executable file and reminding you to only download files when you know and trust the sender. Some viruses can be acquired from clicking on carefully crafted links on sites and in s. Pharming Some describe pharming as phishing without a lure. How s that? Well, when a scammer phishes for your personal information, he is usually luring you or someone else with an that appears to have been sent from a legitimate website. It s an individual attack. With pharming, a large number of users can be attacked. Multiple users are essentially directed to a fraudulent website (that users are tricked into believing is legitimate). Scams Everyone has probably received at least one , typically written in all caps and in broken English, from a wealthy foreigner requesting you help them move large sums of money through your bank account and offering a significant reward in the process. Guess what? There is neither a wealthy foreigner nor reward at the other end of that . 2a Source: International Online Consumer Study: US, Germany, UK, July

6 Social media is proving to be one of the strongest growing methodologies for malware. Social site businesses are often targeted for malware, clickjacking and embedding harmful links within seemingly innocent-looking posts. And now with apps and mobile applications reaching an organisation s site, a trust mark indicator is one of the few ways for the end user to know they re going to a safe site. Types of Malware Phishing Just as the name implies, phishing is when hackers with ill intentions fish around for your confidential information. Usually you receive an from what appears to be a legitimate company that attempts to trick you into handing over personal information, such as a credit card number or your National Insurance (NI) number. Identity Theft This can be your worst nightmare. Unbeknownst to you, someone manages to steal your personal information, such as your bank details or NI number, and then uses this information to obtain credit, merchandise, or services. Often, people don t realise their identity has been stolen until the damage is already done, they re in debt, and their credit score is lower. Recovery from identity theft can take months, or even years to untangle. Viruses A computer virus is a self-replicating computer program that is bound and determined to infect as many computers as possible, destroying every piece of data it encounters. Many viruses are found in executable files. This is exactly why your computer prompts you with a message notifying you that you are downloading an executable file and reminding you to only download files when you know and trust the sender. Some viruses can be acquired from clicking on carefully crafted links on sites and in s. Pharming Some describe pharming as phishing without a lure. How s that? Well, when a scammer phishes for your personal information, he is usually luring you or someone else with an that appears to have been sent from a legitimate website. It s an individual attack. With pharming, a large number of users can be attacked. Multiple users are essentially directed to a fraudulent website (that users are tricked into believing is legitimate). Scams Everyone has probably received at least one , typically written in all caps and in broken English, from a wealthy foreigner requesting you help them move large sums of money through your bank account and offering a significant reward in the process. Guess what? There is neither a wealthy foreigner nor reward at the other end of that . 65

7 Spyware As the name suggests, spyware is software that spies on you. It begins accumulating bits and pieces of your online habits and personal information without your knowledge or consent. Spyware is typically associated with adware (display advertisements) that can sometimes be bundled into other software you choose to install. Some can even change the configuration of your computer. Trojan Horses You ve probably heard this term, but may not be sure what it is. It s pretty simple. A Trojan Horse is an virus hidden within an attachment. If the attachment is opened, the virus will search your hard drive for personal and financial information, such as your NI number, PIN, and bank account information. A Trojan Horse can sit on your computer unnoticed for months until it is activated from an outside command and control server. The Impact on Business When consumers believe their online security is compromised, they can be hesitant to trust any kind of online transaction. 90 percent of respondents will not complete their purchase when a warning page pops up, and 56 percent of respondents re-route to a competitor s website to complete their purchase in response to a security warning. Only 11 percent try the first website again. 3 Convincing users to click on your listing in the first place can be tough. Building something as ephemeral as trust is difficult. So when a consumer does take the leap, they need obvious indicators that a business has taken steps to ensure their site is a safe, trustworthy, and secure place to visit and purchase online. They aren t going to make an online purchase unless they are absolutely sure personal information, such as their account information or address, is protected. The Impact on SEO Having your site hacked doesn t just threaten customer loyalty, it could destroy your company s hard-earned SEO. Search engines such as Google now scan for malware and blacklist any websites that show signs of infection. This means that Google could potentially shut off your site listing. Can you imagine what would happen to your company if all of your Google traffic disappeared? Larger organisations spend a lot of money on SEO. Any impact on your SEO through failed malware scans can result in a directly measurable cost to your marketing budget. Building Trust Online Consumers and business owners might not always fully understand, or have the time and resources to diligently monitor, the barrage of attacks that threaten their online security. However they are learning to recognise the signs that a site is secure. Users are familiar with the trust seals a company can earn and display from third-party audits of site safety. 3 Symantec Online Consumer Research, July

8 Larger companies may have the knowledgeable IT staff, but still need the assistance of an outside verification that all is well with the website as it is seen by the internet. PCI compliance demands quarterly scans, which is all some companies have set up. The Norton Secured Seal is the most recognised trust mark on the Internet: The Norton Secured Seal is displayed more than 750 million times a day It appears on nearly 100,000 websites in 170 countries It also appears in search results on enabled browsers, partner shopping sites, and product review Web pages 82 percent of UK consumers recognised the Norton Secured Seal in tests, more than our competitor s trust seals 3 Displaying a trust seal significantly and positively influences consumers willingness to buy a product or service offered on a website. The Customer Lifecycle When it comes to running an online business, retailers aim for an ideal customer lifecycle. Customers find a link to your site, with an indicator that your site has been verified as legitimate by a well-known and respected third-party site authentication service. Trust is established. Customers click on the link to your website and see that your business has taken the appropriate steps required by a third-party site authentication service that once again verifies the site has been scanned for malware. Trust is strengthened. Everything leads up to a transaction, and a trusted transaction that goes smoothly results in repeat sales and customer loyalty. Survey results have found that 94 percent of respondents are likely to continue an online purchase when they view the Norton Secured Seal during the checkout process, more than on sites where other seals or no seals are displayed. 4 Trust Must be Established Quickly An important piece in building customer loyalty and increasing site visits is to establish trust even before the customer has reached your site. Potential customers are far more likely to click links if they know a site is sophisticated enough to take security seriously. If you can establish trust ahead of time, you can drive more traffic to your website. One benefit of the Norton Secured Seal is that it shows up as part of your listing on search engine results pages, thanks to our unique Seal-in-Search technology. This can make a real difference in directing more clicks to your website. When potential customers see search engine results, they can immediately identify websites that have been authenticated by Symantec. The Seal-in-Search feature is enabled by browser plug-ins and detects Symantec trusted links in popular search engines; also in partnerships with comparison shopping, listings, and other websites. You can enjoy the advantage of a highly trusted link that customers see earlier in the purchase cycle. 4 Symantec U.K. Online Consumer Research, July

9 Trust at the Site Level When a customer reaches your site, initial trust should be strengthened. You can do this by displaying trust indicators that are: Clear and distinct Immediately recognised Backed by a reliable name or brand Hard-earned Clearly visible wherever you are asking for customer information. Without Trust, You re Losing Profits There are some websites that are so well known (for example, Apple, Amazon, PayPal and ebay) that the majority of consumers don t even look for trust indicators. That s because they immediately believe that these online stores are maintaining secure sites. Why? Because they are household names they ve trusted for years, and in some cases, for generations. If you are a small online retailer, blogger, content publisher, or consultant, that kind of universal presence and subsequent trust isn t so automatic. This can cost in conversion rates. Online listings comparing well-known online retailers such as Amazon and small local businesses shows the local businesses have to offer a significantly larger discount (on average, between 10 and 20 percent) to grab a customer s attention. That s money lost. Meanwhile, Amazon, an established, trusted site doesn t have to cost-cut to get business. People are going to continually click on Amazon because they already trust the company. If You Have to Give Up 10 Points of Margin on Every Sale, Your Business Could Suffer Small businesses get squeezed in other ways too. Suppliers often make better deals for well-known online retailers, while small or unknown businesses get nothing. Small businesses often pay more and have to offer a bigger discount. Assuring customers that it is safe to conduct transactions online is just smart business. Small business owners must give customers immediate evidence that your online business is as reliable and safe as larger, better-known online retailers. Larger businesses have a smaller risk in one-off failures, but stand to have larger social media and PR implications if their sites are compromised or host malware. Negative press can affect trending, stock prices, and online ratings from third party assessors. 98

10 What If My Site s Security is Threatened? Every day, Symantec scans your site for all types of malicious software, including phishing, pharming, spyware, and the like. If any evidence of malware is found, Symantec takes immediate action by: Sending you an automatic notification that malware has been detected on your site Removing the seal from your site Identifying the infected files, the location of the malware, and an actual view of the offending code Providing tips for removing the malware and contact information for professional support online or via telephone Rescanning your site within 24 hours Displaying the trust seal again automatically How to get the Norton Secured Seal Posting the seal is the privilege of purchasing a Website Security Solution from Symantec. In order to install the seal, you will need to know the fully qualified domain name(s) used to purchase the SSL Certificate, or Safe Site and determine which size best suits your website. Installing the seal 5 is a simple process and the seal will display within 24 hours of installation. With the Norton Secured Seal in place, you can rest assured that your site is being proactively monitored to prevent online attacks from threatening your business or reputation. Displaying a trust seal significantly and positively influences consumers willingness to buy a product or service offered on a website. It s a simple way to provide your customers with a clear indication that they can trust you to protect their personal information and provide a safe and secure online experience. Seeing a trust mark helps customers feel safe

11 More information: Visit our website To speak with a Product Specialist Call or To speak with a Product Specialist outside the United Kingdom. For specific country offices and contact numbers, please visit our website. About Symantec Symantec protects the world s information and is the global leader in security, backup, and availability solutions. Our innovative products and services protect people and information in any environment from the smallest mobile device to the enterprise data center to cloud-based systems. Our industry-leading expertise in protecting data, identities, and interactions gives our customers confidence in a connected world. More information is available at or by connecting with Symantec at go.symantec.com/socialmedia. Copyright 2013 Symantec Corporation. All rights reserved. Symantec, the Symantec Logo, and the Checkmark Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. UID: 043/03/13

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