Research suggests almost a third of businesses that experience a cybersecurity breach will lose revenue as a result. So, it pays to take a proactive approach to securing confidential business data. Creating a secure online experience doesn't just protect against lost revenue, though. Successful businesses will also reap the rewards in brand reputability, consumer trust and avoidance of further financial losses through downtime or reactive repairs.

SSL certificates should play a key role in any online security strategy. Here, we look at the benefits, not only in security but also in user experience and marketing performance.

WHAT IS AN SSL CERTIFICATE?
An SSL certificate is a confirmation that a website is protected by Secure Socket Layer (SSL) technology. It is designed to create safe online interactions by encrypting the connection between the user and the website host. This secure connection means any data can only be decrypted by either the website host or the user – so, ecommerce websites can safely accept payments, for example. However, if a hacker attempts to breach the website and steal confidential data, they'll only be able to access an encrypted key.

There are different levels of validation in SSL certificates, providing an increasing scale of detail when it comes to security checks:

Extended Validation SSL certificates (EV SSL) demand the most comprehensive background checks, including standard validity checks on the domain owner, plus additional audits to confirm the applicant has the authority to issue the certificate.

Organisation Validated SSL (OV SSL) certificates require similar validity and background checks but on a lesser scale, while Domain Validated SSL (DV SSL) certificates check the validity of the domain owner, but without any further background checks.

Website hosts will choose their SSL certificates based on the website's purpose, traffic and the scale of data it receives. For example, large ecommerce sites should invest in the most comprehensive checks, while personal blogs may just require a DV SSL certificate.

THE BUSINESS BENEFITS
Research suggest that three-quarters of online consumers would switch suppliers after just a single poor brand experience. So, businesses have an obligation to provide protection without compromising on the user experience.

SSL technology gives consumers the confidence to enter payment details or complete data forms without the risk of data theft or fraud – providing the quick and effortless experience modern consumers demand.

And for businesses, the benefits go further than just the prospect of improved brand trust and repeat custom. The website host is also protected against potential data breaches, so hackers are unable to access confidential information like passwords and website details.

This prevents malicious activity and also saves businesses on the costs of downtime and repairs from the reactive security measures needed to recover from a breach. Plus, it helps businesses avoid the hidden costs of breaches, too, like the operational disruption that sees employees' time spent on intensive recovery tasks instead of their normal role.

AN EFFECTIVE MARKETING TOOL
As search engines strive to provide the best possible experience for users, it means a push towards the priority of secure and trustworthy websites in their rankings. The likes of Google are now favouring websites with SSL certificates, leaving unsecured websites at risk of missing out on a significant chunk of the 93 percent of internet traffic that comes directly from search engines.

For those still able to attract traffic, their users will be greeted with warning messages from the browser, that the site is unsafe. Plus, the website will display the outdated 'HTTP' prefix, instead of the trusted 'HTTPS'. The reality for those without SSL certificates will be decreased visibility and traffic and soaring bounce rates.