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Did you know 77% of customers have cancelled an order online because they didn't feel secure on a website? That's a staggering figure. Think about how much money your business might be leaving on the checkout page just because you aren't doing enough to make your customers feel secure on your website.
Authentication is one of the best ways to make sure that your customers feel safe while browsing your site. Sure, encryption is great – it's a crucial component of any security solution – but your customers want to be sure that you are who you say you are.
EV certificates inspire maximum trust with full business authentication
OV certificates offer companies light business authentication
DV certificates offer standard encryption but minimal authentication
Domain Validation SSL certificates offer almost no authentication. While these certs are great for personal websites and blogs, they're not a good fit for businesses. The reason is simple: trust.
With a DV cert, you know that your connection is encrypted and a third party can't steal your information. What you don't know is who's on the other end of that connection. All someone has to do to receive a Domain Validated SSL Certificate is prove they own the domain in question.
This means anyone with a malicious site, be it for phishing or some other kind of malfeasance, can put a DV certificate on their site and essentially try to trick people into thinking they're secure.
Fortunately, there are two other kinds of SSL certificate, Organization Validation and Extended Validation, which offer a greater degree of authentication and can inspire a greater level of trust from your customers.
Organization Validation requires your company to go through a light vetting process in order to prove it is a legitimate legal entity operating in good faith. That can sound daunting but it's really not for any business with its registration information in order.
Having an OV SSL Certificate offers a greater degree of credibility and inspires trust in your customers because now your company's business details will appear in your certificate information.
Of course, EV SSL certificates offer the greatest benefits because they assert your identity – displaying your verified business name. Inspire the greatest amount of trust in consumers.
As the name implies, Extended Validation SSL Certificates require the most effort to get. But again, it's not really that difficult for any business with its registration information up to date.
And the benefits are undeniable. EV has been proven to increase trust in consumers and lead to a spike in conversions. That's right, it actually adds sales. In fact, EV SSL certificates have even been proven to pay for themselves over time.
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