Secure your sports checkout process for more conversions on your sports website:
If you have a sports website for your training business you need to be sure it’s functioning effectively and safely for users. Especially when clients are making purchases from your site, you need to know that visitors are getting the information they need, and that your shopping cart makes it easy for them to complete a purchase. If you offer sports camps or extended training programs, you need to make it easy for guests to register, make online payments, and confirm their scheduled times.
But let’s go back to your basic site setup, whatever your site is designed to do, there’s another issue that could make or break your business. Your registration website needs to be secure, and you need to make sure that your site visitors know it's secure. If visitors think your site isn't safe, they’re less likely to convert to paying clients. More importantly, you could be compromising your clients’ personal data, like their email address or credit card information—if your clients’ data is hacked, you’ll not only lose their trust—but most likely their business as well.
How Do I Know If My Website Is Secure?
The easiest way to check the security of your website is to look at the URL. Your web address will begin either with “http” or “https,” which stand for “hypertext transfer protocol” and “hypertext transfer protocol secure,” respectively. The inclusion of the “s” means that a site is protected with either an SSL (which stands for Secure Sockets Layer) or a TLS (which stands for Transport Layer Security). Without SSL or TLS protection, you can’t be sure that your clients’ personal data is safe.
Will My Clients Know If My Website Isn’t Secure?
Although the lion’s share of your clients probably don’t know the difference between “http” and “https,” they will get more overt signals if they’re using Google Chrome as their browser. That’s because Chrome includes the security status of websites to the left of the web address.
A green padlock means the site is secure—that information shared on the site is private. An “i” inside a circle means that information on the site is not secure—specifically, it means that passwords and credit card information aren’t safe. A red triangle means the site is “not secure or dangerous”—in other words, something is severely wrong with the privacy of the site’s connection, and people will be warned to avoid such sites altogether.
How Could This Affect My Business?
As the owner of a sports business, you work hard to find and keep your clients, and to establish trust, building their loyalty and long-term commitment. Think of all of the time and money you spend to make sure your site performs the way you want it to, and all of the resources you commit to a strong and effective sports marketing strategy to drive website traffic. Don’t let something slip through the cracks that jeopardizes all of that hard work! That’s exactly what you’re doing when you don’t take the necessary steps to ensure the safety and security of your clients’ personal information—especially when there’s a relatively simple fix—adding an SSL certificate to registration pages on your sports website.
What’s an SSL Certificate?
As noted above, “SSL” stands for “secure sockets layer.” Adding SSL (or TLS) to your website will tell your clients that you care about them and their personal data. It will ensure that they’re free to browse, purchase products and share their personal information without worrying that their information could be hacked.
Here’s how GoDaddy describes the importance of protecting your sports website with SSL:
“Think of an SSL certificate as a giant windshield for when you drive on the information super-highway. You wouldn’t head out on your local freeway — especially at night in a rural area — without something between you and all the bugs. You likely couldn’t see, and besides, you’ve already had your protein for breakfast. In much the same way, an SSL certificate protects your site — and its visitors — from many digital bugs, worms and other nasty web creatures.”
I Have a Small Business—Do I Still Need to Secure It?
The answer is, unequivocally, “yes.” For one thing, whether you own a mom-and-pop operation or an industry giant, your clients will see warnings that their data is not safe if you don’t add the protection you need. Arguably, small businesses need site security just as much as large ones—even more so, because small businesses are generally less able to handle the kind of disruption that a cyber attack can cause. And remember, no website is too large, or too small, to become the target of hackers.
If you care about your business—and about giving your clients the kind of online experience that builds trust and loyalty and encourages a long-term relationship—you need to make sure your site is secure. Effectively securing your sports website will make it possible to accept payments securely, protect your clients’ passwords and information, and make sure your online forms are secure. That means more traffic and higher conversion rates on your website, and more business!