Online retailer, Hayneedle.com, has become an astonishing success with security-conscious shoppers since the brand was introduced in August, 2009. According to Hayneedle’s Chief Technical Officer Steven Dee, the site’s Extended Validation SSL certificate from Comodo has helped it build trust.”People shopping on Hayneedle are looking for something very specific,” said Dee. “They’re used to dealing with some mom and pop shops. At times they’re not sure whether a site can be trusted or not. Part of the Hayneedle brand is that we are a trusted place to shop.”
“We get a lot of people who don’t want to enter their credit card. While we have a customer care center for those situations, the green browser bar, available thanks to the Comodo EV SSL certificate, helped to win over and educate customers that our site is safe,” said Dee, as did displaying Comodo’s trust logo across the site.
Hayneedle’s customer care staff explains the significance of the green browser bar to telephone customers, to increase trust in online transactions. “It’s nice that when I’m looking at the green bar, we can have our customer service agent say, ‘You don’t have to worry about the transaction; it’s certified.’ It builds the trust by word of mouth. It’s something that they can visually see; it’s something that changes in their browser to let them know that they can trust us.”
“It’s all about trust–the EV SSL certificate instills trust in our customers. They can look up there, if they’re unsure they can click on it across our sites,” Dee said.
“We were only focused on one point on our checkout,” Dee said for an example. He added that Comodo offered a valuable suggestion to build trust with shoppers. “If you want to display our logo across the site you can, that will reassure them when they are thinking about buying, not necessarily in the buying phase.” Hayneedle adopted that suggestion, reassuring its security-conscious consumers.”
Comodo’s CEO and founder Melih Melih Abdulhayoğlu was instrumental in the creation of Enhanced Extended Validation (EV) SSL, introduced in 2007 as an industry standard. EV SSL provides greater assurance to a website visitor that the site is operated by a legitimate concern and is who the purport to be.
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