Nearly half of shoppers abandon purchases because of security fears

A 2009 survey has revealed nearly half of online shoppers abandoned their shopping carts or terminated orders because they didn’t feel secure.

In addition, 63% said they wouldn’t shop on a site that doesn’t have a security policy or trust mark, such as a site seal.

Conducted by McAfee and Harris Interactive, 516 adults took part in last year’s survey.

Craig Spiezle, executive director of the not-for-profit Online Trust Alliance in Bellevue, Washington explains that Extended Validation is by far and away the best sign of security: “EV SSL certificates build upon SSL by validating the site owner is a legal entity with a physical address. Sites with EV SSL provide visitors a ‘Trust indicator’ that turns the address bar green. They're generally more costly than a standard SSL certificate”.

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Posted on Thursday 09 December 2010 by

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