SSL or Secure Socket Layers, refers to the security technology responsible for establishing a secure encrypted link between a server and a web client, also known as a website. Through these secure socket layers, can create a more trusted and secure online environment, your clients can rely on and feel secure while browsing.
If you want to learn more about what an SSL Certificate is, check out our post on: What is an SSL Certificate?
Not having an SSL certificate, or having an expired one, can significantly hurt your business, here’s how:
#1: The bounce rate will immediately increase
The ‘bounce rate’ is a term used to define the percentage of online visitors that click on your website and immediately leave. This can be due to several reasons; however, when they click on your webpage and a giant red warning error flashes before their eyes, they will instantly leave your site.
Once your SSL certificate experiences, the user will encounter a warning error message displaying on their screen every time they enter your website, which will automatically make your bounce rate increase higher than ever before.
#2: Lower internet traffic
The increase of the bounce rate won’t be the only thing this warning message will hurt, there’s also the fact your traffic numbers will go down, and less visitors will enter your page.
Keep in mind, a high bounce rate and a lower online traffic can -and will- result in your website possibly losing their spot in the Google result page, something that’s extremely important for any website owner.
#3: Lower sales
If you’re running a website that’s integrated with online shopping features, chances are your customers won’t be able to finish their purchase nor will they return to do so later on.
An expired SSL certificate will result in massive shopping carts abandonment and customers leaving their shopping baskets untouched, hurting your company sales.
#4: It can ruin your reputation
Your SSL certificate becoming expired might not seem like a big deal at first. However, not being able to renew it or simply not caring enough to do so speaks volumes about your corporate brand.
Not to mention, millions of clients literally seeing your website malfunction and not even being able to browse through it will hurt your reputation and put on a bad light on your brand.
#5: It will hurt your clients
As a website user, clicking on a website and getting a warning error message is one thing, but being potentially hacked is an entirely different thing. With an expired SSL certificate, you’re exposing them to this danger.
You see, without this certificate, your website automatically becomes a hotspot for internet hackers, it becomes an insecure place, not only for you, but for your users and clients as well.
An SSL certificate might not seem like a big deal, but once it expires, it becomes a problem you need to take care of immediately, unless you want your business reputation and sales to go down in a matter of hours.