The world of ecommerce never stands still. Neither should your ecommerce strategy. With web connections via smartphones and tablets now surpassing conventional computers, and Google tailoring search results and ads according to location and device, traditional SEO and online advertising techniques are increasingly less effective. Our new ecommerce guide shows frustrated business owners how to improve acquisition and conversion in today’s multi-device, always-on world.

1. WEBSITE VISITOR ACQUISITION
AND CONVERSION SOLUTIONS
HOW TO ACQUIRENEW CUSTOMERS & KEEP THEM

2. 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.

3. Google has a set of
tools that allows you to
simulate search results
according to location,
language, and device.
SEO FOR MULTI DEVICE
PLATFORMS

4. 80%NEVER RETURN
IF THE CONTENT FAILS TO IMPRESS
57%OF VISITORS
LEAVE 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

5. 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

6. 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
4
2
3
4
TWO-THIRDS OF
CONSUMERS USE
SMARTPHONES TO
RESEARCH PRODUCT
INFORMATION...
...AND A FIFTH OF
CONSUMERS USE
THEM TO SHOP
OPTIMISED
FOR MOBILE?

7. https://www.ImagineYourSiteHere.com Identified by Symantec
3
61%
53%
DISPLAY A
SECURITY MARK
SO VISITORS
KNOW YOUR SITE
IS SAFE AND
RELIABLE
TURN BROWSERS INTO BUYERS
In one study, about 61% 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/

8. “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

9. THE NORTON SECURED SEAL IS
DISPLAYED
1BILLION
TIMES A DAY
OF MALICIOUS SITES ARE
REGULAR WEBSITES*61%
TO GAIN LOYALTY WEBSITES NEED
TO EARN AND MAINTAIN TRUST
Source * Symantec ISTR http://www.symantec.com/threatreport/

10. Unexpected delivery costs
70%
50%DO NOT TRUST
WEBSITE / SECURITY
CONCERNS
Lack of information about product
56%
Do not trust website / security concerns
50%
Website difficult to navigate / can’t find what I’m looking for
46%
Complicated registration / login process
38%
Want to ask a question - can’t find the answer
37%
Checkout problems
35%
Decided to do more research before purchasing
30%
Difficulty in getting any help / customer service on the website
30%
Reconsidered a purchase and decied I didn’t need the product
25%
REASONS FOR ABANDONMENT DURING ONLINE PURCHASE*
Source * Survey by liveperson, Jan 2013

11. 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.

12. 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.

13. 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 CONVERSION
Landing 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:

14. 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.

15. https://www.ImagineYourSiteHere.com Identified by Symantec
1
2
3
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

16. 90% are likely to continue
online purchase when
they see the Norton™
Secured Seal during the
checkout process*
The Norton Seal
can be used to boost
SEO and increase visitor
acquisition and
conversion rates
EV SSL Certificates
offer a simple visual
indication of online trust
Displaying trust logos
on your website
increases the likelihood
that first-time visitors
perceive your site as
trustworthy and return
Source *Study conducted November 2013
KEY TAKEAWAYS

17. READ OUR FULL WHITEPAPER TO GET ALL THE FACTS
https://www.symantec-wss.com/uk/ecommerce-guide/social