WEBSITE VISITOR ACQUISITION AND CONVERSION SOLUTIONS

HOW TO ACQUIRENEW CUSTOMERS & KEEP THEM

Search

Web-based marketing is a key tactic amongst companies of all sizes.

In the past Search Engine Optimisation (SEO) and online advertising methods generated returns and conversion rates, they are starting to falter though.

Now is the time to consider a new approach to traditional SEO and online advertising so you can maximise the return on your online marketing.

Google has a set of tools that allows you to simulate search results according to location, language, and device.

SEO fOr multi dEvicE platfOrmS

80%NEVER RETURN

IF THE CONTENT FAILS TO IMPRESS

57%OF VISITORSLEAVE WITHIN 3 SECONDS

landing pagE OptimiSatiOn

SEO EffOrtS mEan nOthing if viSitOrS lEavE yOur SitE quickly. landing pagE OptimiSatiOn iS a way Of EnSuring viSitOrS Stay On yOur SitE...

wOrSE than that

What is the first thing you see? Remember, that could be the only thing visitors will see.

Review your landing pages and consider the following:

1

Is there any information you couldn’t absorb in just a few seconds? Does it need to be there?

2

Is there a visible sign of your website’s security? Consumers look for signs of credibility, like the Norton Secured Seal.

3

Is there an obvious and easy call-to-action visible above the fold?

4

What is your page loading speed like? Keep it simple, keep it fast.

5

1

53

2

4

landing pagE OptimiSatiOn

Make calls-to-action and links big enough for touch-screens

1

1

Keep text simple & clear2

Don’t use flash on vital parts of your site

3

Avoid abandonments by keeping the shopping basket process simple

42

3

4

twO-thirdS Of cOnSumErS uSE SmartphOnES tO rESEarch prOduct infOrmatiOn...

...and a fifth Of cOnSumErS uSE thEm tO ShOp

OptimiSEd fOr mOBilE?

https://www.ImagineYourSiteHere.com Identified by Symantec3

75%53%

DISPLAY ASECURITY MARK

SO VISITORSKNOW YOUR SITE

IS SAFE ANDRELIABLE

turn BrOwSErS intO BuyErS

In one study, about 75% of respondents said they have abandoned a purchase because they could not find a trust logo on the website.*

53% of scanned websites have unpatched vulnerabilities**

Source * http://www.actualinsights.com/2011/shopping-cart-abandonment-trust-logos/ **Symantec ISTR http://www.symantec.com/threatreport/

“The trustworthiness of a website is more important to consumers than product prices and the site’s appearance when deciding whether or not to make a purchase or application.”*

A key way of reassuring website visitors is to use trust logos issued by recognised 3rd parties such as Symantec.

Sites that use the Symantec SSL Certificates can display the Norton™ Secured Seal. Meaning visitors can check to see if the site is authentic and can be trusted.

Source *Macromill Survey

THE NORTON SECURED SEAL IS

DISPLAYED1BILLIONTIMES A DAY

OF MALICIOUS SITES ARE REGULAR WEBSITES*61%

tO gain lOyalty wEBSitES nEEdtO Earn and maintain truSt

Source * Symantec ISTR http://www.symantec.com/threatreport/

Unexpected delivery costs70%

50%DO NOT TRUST

WEBSITE / SECURITYCONCERNS

Lack of information about product56%

Do not trust website / security concerns50%

Website difficult to navigate / can’t find what I’m looking for46%

Complicated registration / login process38%

Want to ask a question - can’t find the answer37%

Checkout problems35%

Decided to do more research before purchasing30%

Difficulty in getting any help / customer service on the website30%

Reconsidered a purchase and decied I didn’t need the product25%

rEaSOnS fOr aBandOnmEnt during OnlinE purchaSE*

Source * Survey by liveperson, Jan 2013

https://www.ImagineYourSiteHere.com Identified by Symantec

hOw tO Stand Out On SEarch rESultS

hOw can yOu diffErEntiatE yOur SitE frOm yOur cOmpEtitOrS’?

Display a trust logo next to your site’s link in the search results to indicate that it has been checked by a third party.

Symantec SSL Certificates come with Seal-in-Search, which displays the norton™ Secured Seal next to your site in search results this makes your site stand out from the crowd!

The Norton Seal seal also reassures users that your site has passed a daily malware scan and is safe to visit.

INCREASE

SEal-in-SEarch

Source * Info Cubic Japan, a Japanese SEO consulting firm, found the organic visit from the search engines increased 5% after the firm implemented Seal-in-Search. https://www.verisign.co.jp/trust-seal/resources/pdf/CS_infocubic.pdf

SitES havE ExpEriEncEd a 5% incrEaSE in inBOund traffic frOm Organic SEarch rESultS aftEr uSing SEal-in-SEarch*

Seal-in-Search is available to all internet users who have norton Safe web.

That data is encrypted1

That the company or organisation operating the site actually exists

2

That the site has passed a malware scan

3

That the site undergoes regular vulnerability assessments

4

truSt lOgOS imprOvE cuStOmEr cOnvErSiOnlanding page Optimisation and Entry form Optimisation are known methods of improving customer conversion rates.

Displaying the Norton™ Secured Seal on landing and payment pages reassure visitors. By clicking the seal, visitors can confirm four things:

Independent research shows that ...

The Norton Secured Seal is the most recognised trust mark on the internet for e-commerce.*

Source *Google and the Baymard Institute published this research: http://baymard.com/blog/site-seal-trust.

https://www.ImagineYourSiteHere.com Identified by Symantec1

23

drivE EvEn mOrE truSt

ExtEndEd validatiOn SSl (Ev SSl) iS an EffEctivE way tO imprOvE cOnvErSiOn ratES

EV SSL Certificates are issued only to websites that undergo a stringent authentication process.

When visiting an EV SSL secured webpage there are visual reminders of trustworthiness:

part Of thE BrOwSEr addrESS Bar turnS grEEn

padlOck icOn

diSplay Of thE authEnticatEd cOmpany’S namE and thE namE Of thE ca that authEnticatEd and SEcurES thE SitE

1

2

3

90% are likely to continueonline purchase whenthey see the Norton™

Secured Seal during thecheckout process*

The Norton Sealcan be used to boost

SEO and increase visitoracquisition and

conversion rates

EV SSL Certificatesoffer a simple visual

indication of online trust

Displaying trust logoson your website

increases the likelihoodthat first-time visitors perceive your site as

trustworthy and return

Source *Study conducted November 2013

kEy takEawayS

rEad Our full whitEpapEr tO gEt all thE factShttps://www.symantec-wss.com/nl/ecommerce-guide/social