When you’re running an ecommerce site, you’ve got a lot on your plate. From managing inventory to keeping customers happy, your to-do list never seems to end. But there’s one item that deserves a top spot on that list: securing your site with HTTPS. Why? Because it’s not just about security—HTTPS can significantly influence your SEO, which in turn can drive more traffic and sales to your online store.
In this blog post, we’ll dive into why HTTPS is a big deal for SEO, especially for ecommerce sites. We’ll discuss the importance of security, how HTTPS impacts your site’s performance, and why it matters for search engine rankings. By the end, you’ll have a clear understanding of why HTTPS is a must-have for your ecommerce site and how it can benefit your business in the long run.
What is HTTPS and How Does It Work?
Let’s start with the basics. You’ve probably noticed that some URLs begin with “HTTP” while others start with “HTTPS”. The key difference is that HTTPS stands for Hypertext Transfer Protocol Secure. It’s a more secure version of HTTP, which means the data exchanged between your browser and the website is encrypted. This encryption protects sensitive information from being intercepted by hackers.
Think of HTTPS as a secure tunnel that keeps your data safe as it travels across the internet. This is especially important for ecommerce sites where customers enter personal information like credit card numbers and addresses. By using HTTPS, you’re not just protecting your customers—you’re also building trust. When visitors see the padlock icon in their browser bar, they know your site is secure, which makes them more likely to complete a purchase.
But how does it work? HTTPS uses a protocol called SSL (Secure Sockets Layer) or its successor, TLS (Transport Layer Security), to establish a secure connection. This involves a handshake process where the server and the client (your browser) agree on encryption methods and exchange keys to encrypt and decrypt data. The result is a secure channel that keeps data safe from prying eyes.
HTTPS as a Google Ranking Factor
Now that we know what HTTPS is, let’s talk about why it matters for SEO. In 2014, Google announced that HTTPS would be a ranking signal. This means that sites using HTTPS could potentially rank higher in search results compared to those that don’t. While the impact of HTTPS on rankings might not be as significant as other factors like content quality or backlinks, it’s still a factor that can give you an edge over competitors.
Why would Google care about HTTPS? Well, Google’s mission is to provide users with the best possible experience. By promoting secure sites, they’re encouraging a safer internet. When users click on a search result, Google wants them to land on a secure site where they can browse and make transactions without worrying about their data being stolen.
For ecommerce sites, this is particularly important. If your site isn’t secure, you not only risk losing rankings but also customer trust. And once trust is lost, it’s hard to regain. So, while HTTPS might not be the sole factor that determines your site’s ranking, it’s an important piece of the SEO puzzle that shouldn’t be overlooked.
Building Customer Trust with HTTPS
Let’s face it—trust is everything in ecommerce. If customers don’t trust your site, they won’t buy from you. Simple as that. That’s where HTTPS comes in. When customers see the padlock icon and the “https” in your URL, it’s like a digital seal of approval. It reassures them that their data is secure, which can increase their confidence in making a purchase.
Imagine you’re shopping online and you’re about to enter your credit card information. You notice that the URL starts with “http” instead of “https”. What would you do? Most likely, you’d hesitate and maybe even abandon the purchase. That’s the power of perception. Customers are more likely to trust and buy from sites that are secure.
But trust goes beyond just the checkout process. It’s about the overall experience. When customers feel secure browsing your site, they’re more likely to stay longer, explore more products, and ultimately, make a purchase. By using HTTPS, you’re not just protecting data—you’re building a foundation of trust that can lead to increased sales and customer loyalty.
Enhancing Site Performance with HTTPS
You might be wondering, “Doesn’t HTTPS slow down my site?” That’s a common misconception. In fact, HTTPS can actually improve site performance. Thanks to technologies like HTTP/2, sites with HTTPS can benefit from faster loading times, which is a crucial factor for SEO and user experience.
HTTP/2 is a major revision of the HTTP protocol that allows multiple requests and responses to be sent simultaneously over a single connection. This reduces latency and speeds up page load times. However, HTTP/2 requires HTTPS, so if you’re still using HTTP, you’re missing out on these performance benefits.
Faster loading times mean a better experience for your users. They’re less likely to abandon your site due to slow load times, which can reduce bounce rates. Plus, search engines like Google consider page speed as a ranking factor, so a faster site can improve your chances of ranking higher in search results.
Protecting Sensitive Information
Security is a top priority for any ecommerce site. When customers make a purchase, they trust you with their sensitive information, like credit card details and addresses. It’s your responsibility to protect that information, and HTTPS is an essential tool in your security arsenal.
Without HTTPS, data sent between the browser and the server is vulnerable to interception. Hackers can exploit this vulnerability to steal sensitive information, leading to potential financial loss and reputational damage. By encrypting data with HTTPS, you’re adding a layer of protection that makes it much harder for cybercriminals to access your customers’ data.
In addition to protecting data in transit, HTTPS also helps prevent other malicious activities like man-in-the-middle attacks, where an attacker intercepts and alters communication between two parties. By using HTTPS, you’re safeguarding your site against these threats, which can help maintain your reputation and customer trust.
Avoiding Browser Warnings
Have you ever visited a site and been greeted with a “Not Secure” warning? It’s not exactly a warm welcome, and it can send potential customers running in the opposite direction. In recent years, browsers like Chrome and Firefox have started displaying warnings for sites that don’t use HTTPS, which can significantly impact your site’s credibility.
These warnings are designed to alert users that the site they’re visiting isn’t secure, and their data could be at risk. For ecommerce sites, this is a big deal. If customers see a warning before they even start shopping, they’re likely to leave and find a more secure site to make their purchase.
By implementing HTTPS, you can avoid these warnings and create a seamless experience for your users. They’ll feel more confident browsing your site, which can lead to higher conversion rates and increased sales. Plus, you’ll be sending a clear message that you take security seriously, which can help build trust and credibility with your audience.
Improving Referral Data in Analytics
Analytics is a powerful tool for understanding your customers and optimizing your site. But did you know that HTTPS can affect the accuracy of your referral data? When a user visits your site from an HTTPS site, their referral data is preserved. However, if your site is HTTP, you might lose that valuable information.
This is because HTTP to HTTPS referrals get stripped of their referral data, resulting in “direct traffic” in your analytics. This can skew your data and make it harder to understand where your traffic is coming from. By using HTTPS, you can ensure more accurate referral data, which can help you make informed decisions about your marketing strategies and understand your audience better.
Accurate analytics data is crucial for tracking the success of your campaigns and understanding user behavior. With HTTPS, you’ll have a clearer picture of where your traffic is coming from, which can help you allocate resources more effectively and improve your overall marketing efforts.
Migrating to HTTPS: Things to Consider
Thinking about making the switch to HTTPS? It’s a smart move, but there are a few things to keep in mind to ensure a smooth transition. First, you’ll need to obtain an SSL certificate from a trusted Certificate Authority (CA). This certificate is what enables the encryption and ensures your site is secure.
Once you have your certificate, you’ll need to update your site’s URLs from HTTP to HTTPS. This involves updating internal links, redirects, and your sitemap to reflect the new URLs. Don’t forget to update your analytics and webmaster tools to track your site’s performance accurately post-migration.
It’s also important to monitor your site closely after the switch. Look out for any issues like mixed content warnings, which occur when a secure page includes non-secure elements. Address these issues promptly to maintain your site’s security and performance.
Long-Term Benefits of HTTPS
Switching to HTTPS might seem like a daunting task, but the long-term benefits far outweigh the initial effort. Not only does HTTPS improve your site’s security, but it also enhances user experience and boosts your SEO. By prioritizing security, you’re building a foundation of trust that can lead to increased customer loyalty and higher conversion rates.
In addition to improving security and performance, HTTPS can future-proof your site. As the internet continues to evolve, security standards will become even more stringent. By adopting HTTPS now, you’re positioning your site for success in the long run and staying ahead of the curve.
Ultimately, HTTPS is an investment in your site’s future. It’s about creating a safe and secure environment for your customers, which can lead to increased trust, better rankings, and more sales. So, while the switch might require some effort, it’s a worthwhile investment that can pay off in the long run.
Final Thoughts
In this post, we explored the importance of HTTPS for ecommerce sites and why it’s a must-have for any business looking to succeed online. From improving security to boosting SEO and building customer trust, HTTPS offers a range of benefits that can help your site thrive.
And if you’re looking to take your ecommerce site to the next level, consider working with Pattern. We help ecommerce brands and SaaS startups grow by driving more traffic and turning that traffic into paying customers. Unlike most SEO agencies, we focus on results, not just rankings. We create landing pages that target hundreds of search terms and craft content that converts visitors into customers. And we see SEO as part of a bigger growth strategy, ensuring every dollar you invest delivers real ROI. With Pattern, SEO is not a guessing game—it’s a growth channel that drives sales and lowers customer acquisition costs.