Published on December 10th, 2019
Written by Mark Bermingham, VP of Marketing at Tala Security
Customer Journey Hijacking

From their discovery of your website to the moment they purchase the items in their shopping carts, you work hard to provide your customers with a positive online experience. No matter how enticing your eCommerce site is, you could be losing customers—and revenue—to customer journey hijacking. 

Despite the significant damage customer journey hijacking can have on fulfillment, revenues and brand equity, few IT organizations are properly prepared to identify it and fewer still can prevent it. 

What is Customer Journey Hijacking?

When the customer journey is hijacked, visitors to your site are shown unauthorized content like banners, pop-ups, ads all designed to divert customers away from your site, thus decreasing your conversion rates and revenue. This malicious content is most often inserted via vulnerable client-side connections. Without the security and analysis tools in place, these attacks are difficult to identify.

The invasive ads may only affect a small percentage of your customers, but missed conversions and impaired customer experience impact revenue. Even the customers who stay on your site may form a negative impression of your brand if they see unauthorized ads or experience broken functionality due to the injected content an altered experience and negative effects on website performance.

The insertion of malicious content also slows down page load times. Modern online shoppers are extremely fickle about website speeds. The BBC found they lost an additional 10% of users for every additional second their site took to load. Pinterest increased search engine traffic and sign-ups by 15% when they reduced perceived wait times by 40%. 

Customer Journey Hijacking Solutions

There are a number of products on the market that claim to solve customer journey hijacking. These solutions are not all created equal. 

Detection is important, but it allows only for symptom identification and does not solve the problem. Some of the popular solutions provide visibility but are not designed to prevent customer journey hijacking. These products will talk about transparency and detection, but once the threat is found downtime is the result and remediation, OPS and IT costs, customer experience impacts and missed opportunity impact profitability.

With a solution that’s purely a detection engine, the burden of prevention will fall on the overworked shoulders of your IT staff. Identifying unauthorized ads may save your business money, but this strategy impacts short term fulfillment and you’re going to put that revenue right back into resource costs associated with remediating issues. That doesn’t make for a great ROI. 

How to Solve Customer Journey Hijacking 

Again, rather than identifying your customer journey hijacking problem, organizations should seek to solve it. You need dynamic prevention, not just detection. You should also look for solutions that have minimal overhead. Inserting security solutions that slow down your website will have the same negative consequence as slowed page load times increases abandonment. Additionally, solutions that provide comprehensive insight and analysis into website architecture and integrations can help you streamline website operations and enhance efficiency. 

Finally, keep in mind that client-side vulnerability is a significantly more expansive topic than customer journey hijacking. While modeling tools can assist with making a compelling case for prioritizing the resolution of customer journey hijacking website owners should think more strategically. Client-side vulnerability includes a myriad of other security considerations of which customer journey hijacking is a single-use case. The best ROI comes from solutions that prevent, not detect, attacks from the full scope of client-side exposure. Client-side vulnerabilities have allowed attackers to compromise thousands of websites globally.

How is Tala Different?

Tala offers proven solutions that prevent client-side attacks with zero impact on website performance and advanced analytics tools that provide insightful and actionable information on website architecture and integrations. Tala prevents customer journey hijacking and all other client-side attack types like Magecart, formjacking, cookie stealing, cross-site scripting, data privacy compliance, and all future attacks. 

Every moment of the customer journey matters to your company’s bottom line, and it’s important that you stay in control. Tala secures websites and web applications against advanced threats that jeopardize the integrity of web sessions. 

Research has shown that nearly one in five customers are surfing sites with injected content while shopping online. Companies spend a lot of time, effort, and money creating meaningful shopping experiences for their customers.  Eliminating malicious content injections provide uplift to conversion rates. Customers typically report a 2%-5% conversion rate increase. 

Tala uniquely provides visibility into all third-party services integrated into a website as well as client browsers by collecting real-time telemetry to evaluate application behavior and browser impact. But Tala is about more than visibility—it can also apply dynamic response via native browser controls. The activation of these controls provides comprehensive security without requiring any changes to the application code and with zero impact on website performance.

While most IT security teams focus on protecting user data, too few focus on protecting the user experience. With a client-side web application firewall, you can safeguard the interactions customers have with you, prevent customer journey hijacking, and protect your company’s valuable reputation.

 

 

Mark Bermingham, VP of Marketing at Tala Security
Author

Mark Bermingham, VP of Marketing at Tala Security

Mark brings a wealth of industry knowledge and a solid understanding of marketing technology. He is responsible for Tala’s awareness building and go-to-market strategies including analyst relations, market research, communications, digital marketing, demand generation, PR and partner marketing. Prior to Tala, Mark held senior marketing roles with Source Defense, NetShield and Kaspersky Lab. Mark holds an MBA from UCLA’s Anderson School.

Find Mark on LinkedIn

 

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