Building User Trust: Transparency and Communication in SaaS Security

Introduction

Imagine this: you have several options on the table, but you can only choose one SaaS service.

What do you take into account when making your choice? Most of us will go with the service we trust.

And trust must first and foremost relate to the security of that website or app. In short and in simple terms, I should have faith that the platform is safe.

In this article, we’ll explore the importance of communication in SaaS regarding security measures, how to create clear privacy policies and terms of service, and how to handle security incidents properly. Let’s begin!

Transparency and Communication in SaaS Security: How Can They Impact User Trust?

A study conducted in Germany in 2020 (C. Wiencierz & M. Lünich) highlighted the importance of transparency in building user trust. According to the research, users perceive organizations that provide clear and detailed information about how they use their data as more trustworthy, including their analytics processes and the security measures in place. 

The study also points out that ethical and open communication, including transparency commitments, can reduce privacy concerns and increase organizations’ perceived integrity. Also, users are more likely to use the application when they perceive their provider as trustworthy.

As we can see, there’s a domino effect at play: communication and transparency build trust, and trust, in turn, drives choice and usage of the application.

Effective Methods for Communicating Security Measures

Explaining security measures can easily turn into a complex and overwhelming topic for many users. When the terms are too technical, users may struggle to understand what you’re trying to convey. That’s why an important point to emphasize here is that transparency in communication loses its impact if the communication itself is not done in an accessible way. 

In this respect, it’s recommended to communicate in accessible terms and to gently remind users whenever the situation calls for it. Here are 3 security communication methods to keep in mind:

SECURITY BADGES

People need quick validation that they’re safe, and the easiest way to do that is through visual methods like security badges. Place them in plain sight and explain them briefly, without technical jargon.

Examples of known security badges:

• SSL Secure – showing that data is encrypted.
• Verified by Visa / Mastercard SecureCode – which confirms that payments are secure.
• McAfee Secure – this shows that the site is constantly checked against threats.

CERTIFICATIONS

When you walk into a doctor’s office, you’ll most likely notice several diplomas displayed on the wall. These give people the validation of a legitimate authority, acting as proof of credibility and reliability. The same applies to SaaS platforms: showcasing certifications on your website assures users that your service is legitimate and secure.

Examples of important security certifications:

• ISO 27001 – certifies that a company manages data securely.
• GDPR Compliant – assures users that their data is handled according to European data protection rules.
• HIPAA Compliant – this certifies that an organization complies with standards to protect confidential health data

Find out more about GDPR and HIPAA Compliance in our article here.

APPROPIATE DOCUMENTATION

People don’t read long and technical texts, but they want to know, in a nutshell, what happens to their data and how it is protected.

What should the documentation contain?

• Privacy Policy – what data you collect and why.
• Terms of Use – site usage rules, user responsibilities, and rights.
• Cookie Policy – what types of cookies you use, how they are managed, and what options users have.

How to Create Clear Privacy Policies and Terms of Service that Build Trust

Why you need Terms of Use and Privacy Policy:

• Terms and Conditions – Clarify what users can and can’t do on your site, protecting your business.
• Privacy Policy – Assures users that their data is protected and explains what you collect and why. 

What should a Privacy Policy contain?

• What data you collect and why: Tell users what information you collect (name, email, IP, payment details, etc.). People feel safer knowing exactly what you are collecting and why.
• How you use it: Briefly explain what you do with their data. When informed, users feel respected and more comfortable to collaborate.
• Sharing with third parties: If you give their data to others (e.g., payment processors), explain why and how you are protecting it. 
• Their rights: Show them that you know and respect their rights. 
• How you protect data: Tell them what security measures you apply and explain them in simple terms. When they know their data is protected, they feel more confident to use your services.
• Cookies: If you use cookies, explain what they do and give users the option to accept or decline them. The ability to choose gives people a sense of control as well as a sense that they are respected. 

Tip: Always remind your users how important they are, and let them know you’re doing everything you can to provide top-quality service. This creates a sense of reassurance and strengthens their trust. See the Walmart example below. 

What should the Terms of Use contain?

• Accept terms: Make it clear that users agree to the terms of your platform. Be firm but friendly.
• User responsibilities: Explain what they can and cannot do on the platform. Be direct and firm but not overbearing, so it’s easy to understand.
• Limitation of liability: Mention that the site’s liability is limited, specifying what is not included. Be clear and transparent without sounding defensive.
• Payments: Simply explain the payment terms and what the process entails. Give clear details to avoid any confusion.
• Intellectual property: Establish what content belongs to you and what rights users have over their material. Be firm but respectful.
• Law and disputes: Specify which laws apply and how disputes will be resolved. Offer reassurance that everything will be handled fairly.
• Account closure: Explain what happens if an account is closed. Be clear, transparent, and friendly in your explanations.

Tip:Begin with a welcoming message that instills a sense of calm and comfort for users. See the Roblox example below.

How to Handle Security Incidents

In the case of incidents, the pillars of building trust are transparency in communication, availability to answer questions, and commitment to improving security measures.

Here is an example of an incident using Cronitor Status Pages.

Conclusions

In conclusion, transparent communication is the basis of user trust in SaaS Security. When users know what happens to their data, how it is protected, and how their rights are respected, they are more likely to use your service.

Learn more about SaaS security and how to implement it by reading our article.