The green padlock and little Secure message you see in the URL bar on some websites (including ours) looks pretty snazzy, doesn’t it?
Per ColorPsychology.org, the impact that colors have on our brains is used to manipulate our decision making.
The color green is no exception. It is a color that carries a lot of weight.
The color green:
- Provides a strong emotional correspondence with safety.
- Suggests stability and endurance.
- Symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, and truth.
- Slows human metabolism and produces a calming effect and tranquility.
Those are pretty powerful and positive emotional responses, especially when your website users are the end recipient.
Securing your website with HTTPS, however, has benefits beyond what simply meets the end user’s eye, or a recognizable green notification in this case.
Secure HTTPS websites have proven results in conversion rates, rank higher in search results, and provide brand boosting capabilities. On top of all of that, it’s the responsible way of the web.
Arguably the most important reason of having a secure HTTPS website is encryption.
The secure message you see in your URL bar comes from first obtaining an SSL (Secure Socket Layer) or TLS (Transport Layer Security) Certificate. From there, a number of changes are made to your web server and website to make it more secure.
Both SSL and TLS are cryptographic protocols that provide communications security over a computer network. When active on your website, they are what enable another protocol known as HTTPS: HyperText Transfer Protocol Secure.
For a web browser such as Google Chrome, Safari, Firefox, or Internet Explorer to access a website it needs to be able to communicate with it in a language they can both understand.
Historically, HTTP, the “not secure” version of HTTPS has been fine for this type of communication, with the exception of websites with ecommerce capabilities, or forms that obtain data like credit cards or sensitive personal information.
Like most things with the web, HTTP has become outdated. And recently it has been hammered by key browsers and search engines.
As a whole, web security is a growing concern. In fact, a report from the TRUSTe/National Cyber Security Alliance (NCSA) Consumer Privacy Index reveals that more Americans are worried about their data privacy than they are about losing their main source of income.
HTTP vs HTTPS
Having a not secure website (HTTP) is a lot like making out with your significant other in public: everyone can see your business.
On the contrary, a secure website (HTTPS) provides you with a space to safely conduct your business “behind closed doors”. In other words, a passerby cannot eavesdrop in on your session.
HTTPS is simply a more mature way for a browser and a website to communicate.
If your website is strictly on HTTP, let us be the first to tell you: PDA (public display of affection) isn’t cool. It’s time to “get a room”.
Improve Trust & Conversions
You are either building trust, or destroying it.
When it comes to relationships, trust can take years to build. But when it comes to your website, you don’t have years. You have seconds.
A series of experiments by Princeton psychologists Janine Willis and Alexander Todorov reveal that all it takes is a tenth of a second to form a first impression.
So, with that being said, take a second and decide which website you would choose to interact with from the options below.
What Website Would You Trust?
Why You Likely Chose Option B
The three options that you just glanced at are the current options (written August 15, 2017) for how a website will appear in the address bar of Google Chrome, which makes up roughly 60% of the desktop browser market share.
In January 2017, Google Chrome began to mark HTTP pages that collect passwords or credit cards as non-secure, as part of a long-term plan to mark all HTTP sites as non-secure.
So, what does that mean exactly?
Simply, this means that even websites that display like Option A, which currently doesn’t look that bad, will begin to look like Option C, pending they are not converted to HTTPS.
Assuming that you prefer Option B, you confirmed a well-known web marketing truth. And a reason to switch to HTTPS beyond getting shamed by Google and other browsers:
Trust seals help convert.
It’s pretty obvious why most of us choose this option at a glance. Option B is green. It says “Secure” and even has a padlock symbol that we associate trust with.
Things become obvious after the fact though. And the fact here is this:
What you see in Option B is an opportunity to constantly reinforce trust. Migrating your website fully over to HTTPS provides a trust seal (in the address bar) with the opportunity to add a secondary trust seal (perhaps in the footer, sidebar, or other areas on your page).
As a user navigates a website on HTTPS, they will be reminded (over and over again) that the connection they are on is “Secure”. This promotes the confidence that is needed to ultimately convert a visitor to a lead or sale.
Increase Search Rankings
If protecting your user’s data and increasing your conversions aren’t enough for you, then this should do it.
Search Engine Optimization (SEO) is an accumulation of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the results page of a search engine (SERP) — such as Google, Bing, Yahoo and other search engines.
If you’re wondering why we simplify the above description to “strategies, techniques, and tactics”, it is because Google uses a BEASTLY algorithm that includes about 200 ranking factors.
And guess what?
Having an SSL Certificate and a website on HTTPS is part of the algorithm.
Don’t take this from us–take it directly from Google, who made this announcement first in 2014.
Since then, a lot has obviously changed. But one thing has remained the same, the importance of HTTPS in regards to search rankings is steadily growing.
Just check out this year’s progression of HTTPS websites that fill up Page 1 search results per Dr. Pete Meyers of Moz:
Page-1 HTTPS results topped 45% in our 10K tracking set. Trendline predicts we’ll hit 50% in three months… pic.twitter.com/9hsUZoesgR
— Dr. Pete Meyers (@dr_pete) February 16, 2017
Another important consideration for SEO is site usability and bounce rate. As we explored in the previous section, sites that are secure are likely to have higher conversion rates.
As result, we should expect the average duration of users on secure HTTPS websites to be relatively higher than HTTP websites. Again, good for SEO.
What this further demonstrates is that we are in the Age of Encryption. Securing your website is not just a responsible web practice, it provides brand boosting capabilities that can positively impact your bottom line.
Make Your Website HTTPS
There are many things that need to be done to properly switch your website to HTTPS. Things like choosing the right SSL certificate, server configuration updates, and 301 redirects are some of the challenges that businesses face during migration.
GOGET SECURE by Orpical Group helps alleviate these challenges. As the only specialized, branded SSL Installation and HTTPS Conversion service in the world, GOGET SECURE helps businesses secure their website quickly and affordably with zero interruption.
Our HTTPS migration process and tools have been refined over countless website conversions. This in turn provides us with a unique capability to fully secure the connection of your website, while allowing time to make other optimizations that are often overlooked or negated.
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