Just in case your website hasn’t made a security upgrade from HTTP to HTTPs, it is bound to get some nasty label from Google’s Chrome browser.
By July 2018, the same time when Google will be making mobile-first indexing a factor in mobile search ranking, Google’s Chrome 68 browser update will be released. This browser update will also mark HTTP sites as “Not secure”.
Google Chrome whose market share is between 58% and 65% will definitely make a significant impact on your website’s reputation. Visitors who were previously unaware that non-HTTPS websites maintain insecure content might take a distance from the website.
Possible negative impact of not shifting from HTTP to HTTPS:
- Higher bounce rate. Visitors may get turned off by that negative label and leave the site soon as they enter it.
- Fewer advertising impressions. Lower site engagement also mean fewer pages per visit and lower impression rates.
- Lower e-commerce sales and referrals. This follows the first two items, in case your website pages attempt to generates sales leads.
There is also an upward trajectory when it comes to adoption of HTTPS:
- Over 68% of Chrome traffic on both Android and Windows is now protected
- Over 78% of Chrome traffic on both Chrome OS and Mac is now protected
- 81 of the top 100 sites on the web use HTTPS by default
Therefore if your website is still HTTP, it’s already beginning to be part of the minority.
Certain countries have high Chrome usage such as in South America where it can go as high as 74%. But whether your site targets a country whose adoption of Chrome is low, switching to HTTPS should still be a high priority.
You don’t want your site to be left behind.