We mustn’t limit customers’ expectations of their online experience to those criteria that they might express if asked. There are also those expectations that have long since become hygiene factors in web browsing and shopping, such as data security.
Younger, so-called digital natives - as well as the more web-savvy Gen-X consumers - no longer check for the small padlock in their browser address bar; it is considered as given that a site will use some kind of encrypted communication to safeguard our data. But as a direct result of the ongoing pandemic and successive lockdowns, customers with less experience and confidence transacting online are now also using digital channels for shopping, banking and communicating, and they need to be further reassured before they will share personal information.
So how might any of these online customers, confident or not, feel about a brand if the website is blocked by a browser or if it triggers a security warning, simply because an SSL certificate has expired? It won’t matter how engaging the brand’s content is or how good their products and services are, the majority of customers won’t get past the browser-block.