A recent poll by National Cyber Security Alliance (NCSA) shows that security questions cause a loss of sales for online retailers.

More than 63 percent of the people that were polled, said that they didn’t complete online transactions because of concerns over the security protocols of the website. Several reasons were given as to why they chose not to complete the purchase:

  • 62% simply were not sure the site was secure.
  • 46% were worried about providing the information requested.
  • 41% said the site requested more information than necessary for the transaction.
  • 32% said it wasn’t clear about how the site would use personal information

The responses given in this poll offer some good insight into what the general public is looking for.  First and foremost, make sure there is obvious “secure site” logos throughout your website, especially on product and information gathering pages.  Second, keep it simple – don’t request more information than necessary, don’t ask them to opt in/out of a newsletter, don’t ask for feedback.  Above all, be sure and tell you audience that their information will not be sold, leased or shared in any form outside of your direct company.

{ read the full report }

Bottom line, use a little common sense – fraud is on the rise and people are concerned – do everything you can to eliminate those concerns but most of all, don’t misuse trusted information.


Trevor Walter is senior marketing director and vice president of Freelance Marketing Group www.trevorwalter.com :: www.fmgconsultants.com