Ecommerce Analytics: Analyze and Improve the Impact of Your Digital Strategy

Chapter 14. Governing Data and Ensuring Privacy and Security

Successful ecommerce companies have created customer loyalty and converted new customers because they have created relationships based on trust. People trust that Amazon will not share their personal data, lose their credit card information, or fail to adequately protect their technology from bad actors. Less known brands and smaller ecommerce sites can’t rely on the power of a global brand like Amazon’s to generate trust. Instead trust can be established based on the tone in their content, through referrals from existing customers (often incentivized by discounts), and even from badges and editorial copy that indicate the site is trustworthy and secure. When building customer trust, ...