As Thanksgiving weekend approaches, your customers may be gearing up to make some big purchases. And how safe and secure they feel about your website could determine how much of their hard-earned cash will end up in your pocket.
Shopping and spending predictions this year are promising. The Adobe Digital Index predicts that over Thanksgiving and Black Friday alone, shoppers in the U.S. will spend approximately $2.7 billion, a significant jump over last year. Cyber Monday, the hottest day of the year for online shopping, is expected to almost match both days combined, ringing up $2.3 billion.
According to Adobe:
- Mobile optimized retailers will transact more than 20% of their sales via smartphones and tablets, a 47 percent increase over last year, while the average retailer can expect only 14 percent of mobile-driven online revenue.
- 36% of consumers stated that they will turn to social media when making their purchase decisions.
- Online shopping continues to take a bigger share of spending.
Wherever you meet your customers, and however they decide to shop, you can give yourself a clear advantage by giving them the gift of confidence:
- Put your security promises front and center. Whether it’s through the use of security seals, or simply an explanation of how safe and secure the shopping experience will be, don’t bury such an important message. Make sure it appears in plain sight on every page of your website.
- Speaking of explanations, explain your own website security. Explain to your customers how their visit to your site is protected, as well as their purchases, credit card information and personal information like email address and contact information. You can bet your customers are thinking about that, so explaining how your website security works could give them the confidence they need to click that all important “Confirm Purchase” button.
- Don’t forget to talk about privacy. Customers are not just worried about hackers stealing their personal information, they also worry about retailers betraying their privacy by either not protecting their personal information or by sharing it with others.
- As you prepare your employees for the holiday rush, make sure security is part of the briefing. If you’re expecting more shoppers around this time, that means you’re expecting more data. And if your employees come into contact with that data, process it, handle it, move it, they need to understand how to protect it.
- Use any follow-up emails with your customers to remind them about safety and security for the holiday season. It should certainly catch their attention if it comes from an unexpected place, and it’s a great way for you to remind them that you share their concerns.
Taking a few precautions such as becoming PCI compliant, implementing a web application fire wall and monitoring for website security issues can ensure a safe holiday shopping experience for your customers, and maximize your online sales. Call us at 855.378.6200 to learn more on implementing these solutions in your business.