Tips to convince visitors their transactions are safe

Scare stories abound and you need to be able to reassure your customers that the Web is a safe place to shop.

Credit card companies protect buyers

Many people don't realise the extent of protection provided by their credit card companies. It's simple: if you get transactions charged to your account, which you didn't authorise, you can request a refund from your credit card issuer.

Buying online is as safe as buying by mail order

Risks on the Internet are the same as in mail order. If you feel confident to buy by phone, fax or mail, you should be confident to buy on the Internet. In fact, your rights are the same whether shopping on the Net or in the high street. You're covered by the Sale of Goods Act 1979 and the Trade Descriptions Act 1976. If you receive faulty goods, you have the right to a full refund. The only exception is when buying from abroad.

The fraud myth

People should be careful with credit card details in any transaction -and using the Internet is no exception. Despite all the press hype about Internet fraud, though, real-life examples are amazingly hard to find.

Encryption is the key

Remember that credit card information is fully encrypted by virtually all vendors as it travels over the Net. Provide details of your security method. This could come from using Secure Socket Layer (SSL) of bank-approved software.

Weigh up the risks

Make sure you are aware of the possibilities for fraud, but always weigh up the risks before you invest in software or services.

Buying online is no riskier than many personal transactions

The risk of fraud is actually no greater than using your card in a supermarket where the person behind you can read it. The risk is no greater than in a restaurant, where the card often disappears and any member of staff could run off copies of the slips.

Reassure visitors that you're real

List your actual address and phone number and provide contact details for a real person. Say on the site: 'If you're concerned about security, call us'. Provide facts, and maybe pictures, about your business, as this will promote confidence.

The big boys do it

Millions of pounds of transactions are now being conducted across the Internet every day. Thousands and thousands of purchases are taking place, and multi-billion pound companies such as Cisco are making the Web their main ordering mechanism. Would they do this if it was fundamentally insecure?

Offer alternative ordering methods

Even if you would prefer your customers to buy through the site, give them the alternatives by fax or telephone. A few people will take advantage of the facility -the rest will order online, feeling confident that you're contactable.

Think twice about orders from outside Europe and North America

The few cases of reported fraud on the Web have been at the seller's expense, not the buyer. Vendors need to beware of orders coming from jurisdictions where it's particularly hard to act against fraud. Countries outside Europe and North America seem to pose the main risk.