The vast majority of the people that come across this message will quickly click the back button to find another website – one that is secure – instead of viewing your page, resulting in a higher bounce rate and a reduction in rankings.
Think about it: if you were buying a brand new laptop, but upon visiting the laptop website, you were greeted with the message “your connection is not secure,” would you continue to buy the laptop?
Probably not, and neither would most people on the internet. Nowadays, people are privy to high profile hacks and data breaches, and they’re demanding heightened security for their sensitive information.
What’s the bottom line here?
It’s incredibly important to establish an SSL certificate, as they help to establish trust between you and your users, which also encourages them to go through with your call to action. Luckily, it’s also incredibly easy to set up an SSL.
What is SSL?
A Secure Socket Layer (SSL) is a security technology used to institute an encrypted link between a server and a user, usually between a website server and a web browser.
SSL technology facilitates the secure transfer of delicate information such as social security numbers and passwords to be passed from the user to the server securely.
Browsers require an SSL certificate to form a secure connection. SSL secures millions’ data online (think about how big and widely used companies such as Amazon and Netflix have become).
When you initiate an SSL on your server, you’ll be prompted to create two cryptographic keys, a public key, and a private key. The public key is no secret, as it is included in a CSR data file containing your other information.
Once the CSR has been submitted to your CA, the web server will match your SSL certificate to your new Private Key. This cryptographic process secures the connection between your user and your site’s server, protecting them from theft and other foul play.
Best of all, everything happens behind the scenes, unannounced to your traffic. It is important to note, however, that most browsers notify their users via a key indicator to let them know whether or not the site they are viewing is secured. People quickly notice when a website is not secure, and immediately exit.