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9: Keep Security a Secret

Don't skimp on security. These days, there's no way to hide that your site doesn't sit on a secure server. Both Internet Explorer and Netscape Navigator tell the consumer when she's on a secure page of a site—and when she's not.

The words secure server can have a very calming effect on shoppers. Use a secure server for all your transactions—and tell your customers this when they use credit cards at your site. Put this information in your FAQs and even on a separate page on your web site. Explain that credit card transactions are secure.

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