Any fear, uncertainty, or doubt that stands between your online customer and a successful checkout must be removed for your business to succeed. In a world bombarded by bad news of security breeches, hackers, and spam, customers are more and more weary of anything that doesn’t feel right.

After seeing an advertisement for CarMD, an automotive self-diagnostic tool, I went to their website. When I clicked the “Checkout” button, I got a security error:

I knew from experience that this error was probably benign. Since I have purchased secure certificates for some ecommerce sites I have built, I knew that this error is easy to get if things aren’t setup properly.

However, most people who shop online don’t also make websites. For the majority of people, a cryptic error message like what I saw may be enough to scare someone away.

To CarMD’s credit, they have since fixed the problem. Fortunately for them, they have removed one roadblock to people purchasing online. But what about your company? Is there something standing in the way of the customer making a purchase on your website?

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