Security-conscious visitors to your landing pages are a fact of life.
These are the folks who will double check your page for a secure connection before they’ll hand over any personal information in a contact form.
No secure connection? They be like:
The visual cues they’re looking for include the the little green lock icon that appears in the address bar, and the HTTPS web address, like this:
Close to half of people search for these visual clues on web pages because they need to know that you, and your offer, are legitimate before they’ll convert.
Why so worried? Well, recent surveys indicate that77% of website visitors are concerned that their personal data could be intercepted or misused online, so marketers like you need to do everything you can to ensure your pages appear professional and trustworthy. Otherwise, you could be leaving money on the table.
Fortunately, in June, SSL (Secure Sockets Layer) was made available to you and this provides the credibility you need to ease this type of anxiety. As part of the rollout of SSL, you had the option to serve up pages using either HTTP or HTTPS (which meant that nothing would break on your pages if you happened to have insecure elements on them).
But what does this mean for you now?
While it remains an option to keep serving up your pages via HTTP, you need to choose whether you want to make the swap to secure, SSL enabled pages with HTTPS.
That said, if you’re collecting any kind of lead information with your pages, you should switch to HTTPS as it assures visitors that their contact info is going direct to you and is not intercepted enroute.
SSL is a great way to address visitor anxiety and can boost credibility and conversions because it implements visual security indicators on your page to assure visitors you’re legitimate. It can also help you implement cool stuff like custom Facebook tabs, and it’s especially important if you’re in an industry where your visitors will expect that security is on your radar; industries like medical, finance, and security-based solutions, for example.
So you wanna make the swap?
- Lightboxes that pull content like images from unsecured HTTP sources
- Background images in any custom CSS hosted on HTTP (i.e. ‘background:url(http://example.com/backgroundimage.jpg)’
- CSS tags linking to non secure scripts
- iFrames embedded using a custom HTML widget sourcing a non secure UR (i.e.:
(i.e. ” rel=“nofollow” title=“Link: http://example.com/script.jsÓ>”>http://example.com/script.jsÓ>)
Oh, and your privacy policies…
Making the Swap to Secure Pages
After you’ve confirmed all the elements on your page are secure, you can go ahead and change over to HTTPS. All you have to do to serve up secure pages is change the links directing to your page so that the begin with HTTPS.
Go ahead and change links to https://www.yourlandingpage.com in your:
Google AdWords campaigns
Wherever else you direct folks to your pages
And try to be thorough…
If your email campaign references an old HTTP link and you just swapped all of your landing page elements over to be served securely via HTTPS, your visitors will get a mixed content warning, or the parts of your page that are being served securely now simply won’t show up. So do your best to address all the links directing to your page when you swap over!
Remember, you can only choose one method of serving up your pages even though both are available to you now.
So make the official swap over to SSL if you want to play in the secure space and boost the credibility factor on your pages. We’ll continue to post updates about how SSL can benefit your campaigns, and we welcome your feedback below!