What’s the Impact of HTTPS on Conversion Rate?
The HTTPS stands for Hypertext Transfer Protocol over Secure Socket Layer which is used to securely
transfer information between computers over the world wide web.
People trust the sites that have HTTPS certification.
The State of Digital contributor Michael Chidzey has shared an article highlighting some statistics on impace of HTTPS on your site’s conversion rate.
Chidzey says, “In this original study compiled by our team at John Cabot, we explore how the “not secure” label impacts user behaviour and perceptions of a website.
Results Summary:
- Loss of customers– 46% of respondents said they wouldn’t enter their name, password or bank details into a website that was labelled as “not secure”. 64% of those said they would leave the website instantly.
- Loss of trust – Many respondents believed that the website was dodgy, a scam or had been hacked.
- Types of organisations – The type of organisation affects how respondents react to the warning, particularly customer-facing businesses whose integrity is doubted.
- Strength of brand – The results varied based on how strong the brand already was. A recognisably trustworthy brand like John Lewis, for example, is more likely to be given the benefit of the doubt and would have little effect”.
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