Peter Klindt

Remember your SSL-certificate – otherwise it can affect your revenue

You have probably experienced being greeted with the message "not secure" when entering a website and as a natural reaction you left the website in a hurry. "Not secure" is undoubtedly a message no webshop owners want their customers to see in the address bar when they are about to shop.

Nevertheless, in recent years, Google has greatly increased the Not Secure mark of http sites that do not have control over encryption and security. For "insecure" webshops, it can be expensive, not only in terms of lost customers, but also a poorer ranking in Google.


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What is a SSL-certificate? 

An SSL certificate assures your customers that your webshop is a safe place to shop. SSL stands for Secure Sockets Layer and is an encryption protocol which ensures that only the sender and recipient have access to the information typed in the webshop - for example password and username.

If you have not implemented the SSL standard, you risk making your customers insecure and this can result in them leaving your webshop in a hurry and never returning. You are thus not only missing out on a potential trade here-and-now, but also on the potential to gain customer loyalty and make your customers return to your webshop as well a achieving additional sales and up sale among your existing customers.

At the same time, a strong signal is sent to Google that the content the customers were looking for was not available on your webshop, which has a negative effect on your ranking in the search engine.

For Google, SSL is thus a ranking signal, and even though it cannot keep up with well-written content and webshop SEO, the so-called bounce rate has a great influence on your ranking in Google.


The SSL certificate is especially important for smaller webshops

Especially for smaller and more unknown webshops, the revenue is largely dependent on whether the SSL standard is implemented or not. This is because it does not only affect search engine rankings and thus inbound traffic. It will also affect customers in the purchase phase, where safety and security are crucial for whether you as a customer complete your purchase in a webshop that you do not already have much knowledge about. Therefore, it is especially important for owners of smaller webshops to ensure that the SSL standard is implemented. If customers already see in the search results that your website is secure, there is a significantly greater chance that they will click further into your particular site.


Google Shopping does not work without SSL

Without an SSL certificate, you will not be able to advertise on Google Shopping either, because Google has made SSL a requirement to be able to advertise with images. Again, this underlines the importance of having control over your SSL. In general, there are a number of cases where your webshop will be penalized for not having SSL installed.

An SSL certificate typically costs a few thousand Danish crowns, and can be purchased and installed with the help of Fiftytwo or other e-commerce providers and domain providers.


Would you like to know more? Peter Klindt 

e-Commerce manager 

+45 28107001 |


ecommerce webshop fiftytwo 52eseller