The image of organised crime rings running rampant across the Internet, creating legitimate-looking Web sites to lure cash from unsuspecting consumers, has many would-be customers scurrying back to the relative safety of the retail store environment.
The problem, compounded by the global financial crisis, leaves many legitimate online businesses struggling, none more so than the already volatile travel industry.
Perth-based online travel agent, Best Flights, tackled the problem by deploying VeriSign’s Extended Validation Ssecure Socket Layer (EV SSL) Certificates security solution.
Best Flights receives 3.5 million hits every month and IT Manager, Matt Lynch, says customer confidence is paramount.
“We were faced with customers abandoning online bookings due to a lack of available information about our online security so we decided to revamp our travel booking website to include the strong security measures that VeriSign EV SSL Certificates offer,” Lynch said.
The SSL protocol has been the standard way of securing Web transactions online, said VeriSign’s sales director, Armando Dacal. But the industry has come together to define a new SSL standard to combat the persistent challenge from Internet phishers – EV SSL. The EV SSL certificates require businesses to complete a thorough documentation process and verify current business licensing and incorporation paperwork.
“Phishers are constantly evolving their techniques,” he said. “We felt that not only was this security impact detrimental to consumers, it would impact the entire eco-system of trust on the Internet if it had gone unmanged.”
Following a Web site revamp, Best Flights upgraded its Web site security to EV SSL and have continued supporting their customers’ online commerce experience ever since.
“Since implementing VeriSign’s EV SSL Certificates, our online sales have really taken off. We have experienced greater conversion rates, a reduced rate of booking abandonment and a noticeable drop in customer concerns relating to security issues,” Lynch said.