Perception is everything—especially when it comes to building trust online. The good news is you have a lot more control over your image than you think. SSL Certificates are one of the easiest and surest ways to prevent your visitors from jumping to the wrong conclusions by showing visible proof that you can be trusted. But, you have options that drive varying degrees of confidence. So, how do you know which makes the most sense for you?
Keeping It Real
Let’s start with the basics. If you’re like most business, it’s easy to get blindsided about all the recent press about encryption leading up to Google’s July 1 deadline. Sure, this is an important, and essential, part of your online presence. That’s why all SSL Certificates provide encryption. But, it’s not enough.
Ultimately, your visitors want complete confidence that the party on the other end of their connections is legitimate. While all SSL Certificates provide some level of validation, there are important differences that impact whether your visitors continue to engage with you or click over to a competitor.
The Proof is in the Validation
Did you know that, according to a Tec-ED survey, 77% of online buyers were hesitant to shop on a website without Extended Validation (EV) SSL—the highest level of authentication? So, what exactly is EV, what are your other validation options and what does each mean to your visitors and your business? Let’s take a closer look.
Domain Validation (DV)—With a DV SSL Certificate, all you need to do is validate you own the domain. While this is the simplest and fastest option, it doesn’t give your visitors clear confirmation of who’s really on the receiving end of their data. In terms of credentials, think of it as getting a library card. You don’t have to prove your identity, you simply tell them your name and they take you at your word. DV may be sufficient if you host a blog, you’re a one-person shop, a company that’s already well-known and trusted, or just need encryption.
Organization Validation (OV)—OV SSL Certificates require a little more screening. You’ll be required to provide up-to-date documentation that shows your company or organization is legitimate. Visitors can click the site seal that comes with the certificate to see your organization details, giving them a comfort level that you’re who you say you are. We equate this to getting a driver’s license which requires you to supply documentation to confirm your identity by multiple sources in your country of origin. OV should be the minimum protection if you operate an e-commerce site and want to ensure visitors you’re legitimate and trustworthy.
Extended Validation (EV)—EV provides the absolute highest level of validation. The vetting process is more thorough and includes in-depth documentation, as well as phone calls, to validate your organizational, physical and operational existence. More and more visitors are looking for visual trust symbols and the Green Address Bar—the most universally recognized symbol of trust reputability on the web—is only available with EV. Plus, visitors can click and view more certificate details, including the issuing Certificate Authority, to maximize credibility. EV is comparable to a passport. While issuance is a bit more involved and takes a little longer, it provides proof of your identity across the globe. If you’re a national or global brand, looking to maximize conversions and want to make it clear your visitors’ security is a top priority, EV is the way to go.
Confidence Leads to Conversions
When’s the last time you did business with someone you didn’t trust? Your visitors feel the same way. It’s up to you to clearly show them their information is protected and that a third-party trusted authority has confirmed that you’re, in fact, you. Choose the right SSL Certificate and let it do the confidence-building for you. Still not sure which one is best for you? Contact us and we’re happy to help you find the perfect fit.