Effective online security can help firms improve their ecommerce business, it has been revealed.
In news which underlines the importance of pay per click services employing visible safety features, a survey of 163 million internet users by IT services provider McAfee found that sales conversions were 11 per cent higher for digital window shoppers who were shown a security cue – indicating that those involved in online marketing services might benefit from using them.
Senior research analyst at the group Shane Keats commented: Online retailers who ignore the role security plays in converting digital window shoppers to customers are missing out on billions of dollars they can’t afford to lose in this economy.
He added that improved security measures can complement traditional sales measures, such as reducing shipping costs or offering coupons.
Earlier this week, managing director of User Vision Chris Rourke wrote on the Econsultancy blog that retailers with an online presence must make the purchase process as simple as possible for their customers.
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