Customer expectations are at an all-time high. In order to enable the first-class digital experiences required to meeting these expectations, retailers need to secure their entire ecommerce website – not just the checkout pages.
Expectations on the Rise
Mobile has fractured and fragmented customer behavior into hundreds of fleeting intent-driven moments. And because of the highly personal nature of mobile devices, customer expectations have evolved to demand simplicity, convenience and context.
Customer experience demands are being driven by technology giants like Facebook, Apple and Google, and meeting these expectations across screens and channels requires going beyond transactions to understanding their intent, delivering value, and engaging to build a stronger relationship.
For shoppers, the digital and physical channels have already converged because of mobile, but retailers are still playing catchup. While many retailers are still deciding whether it should be called omnichannel or multichannel (or something else), shoppers already expect a no channel experience.
The Role of Tech
It’s a challenge to keep up with rising customer expectations, while still delivering revenue growth. But the end to end customer experience is essential for customer retention, loyalty, word of mouth, and customer acquisition.
Digital experiences can make or break a relationship, and as such, technology has an increasingly integral role in the overall business strategy. Technology can be a differentiator for those able to harness the power of it, and a threat for those who can’t. RSR Research’s Annual CEO Global Survey reported that, “Concerns about the speed of technological change saw the second biggest increase of all the threats we asked about, with 58% of CEOs expressing anxiety, compared with 47% last year.”
Securing Elevated Customer Experiences
There’s a number of reasons why Google’s HTTPS migration matters for ecommerce sites. Meeting customer expectations today requires secure web experiences by default – https everywhere – not just in your checkout.
Consider geolocation, which shoppers expect to help them find the nearest store, soon it will only be possible on a secure url as geolocation over non-secure connections is being deprecated. Search rankings are another factor affected by a secure connection. Search engines use HTTPS as a ranking signal in their algorithms, and if you don’t appear at the top of the search results page, shoppers will choose a competitor who does.
At Google’s annual developer conference, much of the emphasis last week was on what they call Progressive Web Apps. This is the Google Chrome team’s effort to make the web more app-like. These app-like features include faster performance, an add to home screen feature, offline mode (which works reliably in even the worst network connections), and push notifications for re-engagement. All major browser vendors are incorporating this functionality and the early data shows meaningful improvement in key ecommerce metrics. The next app-like feature to be supported is a solution to the most often cited conversion issue on the mobile web – the checkout process, or more specifically, payments. Apple, Google and the entire web standards working group are bringing one click app-style payments to the mobile web.
All of the app-like functionality, and the benefits of higher conversion rates, higher customer lifetime value, revenue growth and lower cart abandonment, require a HTTPS connection. Join Mobify and Google in our live webinar on June 9, 2016 to learn more about HTTPS everywhere and how you can deliver differentiated customer experiences with mobile customer engagement through a secure website.