Protecting Small Business Systems from Ransomware: Interview

Last month, one of the largest globally targeted ransomware attacks in history hit the news – taking out the computer systems in England and Scotland, disabling digital records and equipment in their healthcare facilities.

Most businesses are much smaller organizations than the globally-recognized NHS, but we wanted to know – does that make them safe from ransomware attacks? If not, what can be done to protect systems and data? ATAK Interactive reached out to our technology partner, INC Technologies. President Aramis Hernandez gave us a primer on what you need to know.

1. Do you see ransomware attacks with your IT clients?

AH: Fortunately, we don’t see it as much with our existing clients. However, most of our new IT clients arrive at our doorstep because they lacked the proper care and security. The process starts with home or business computers. Usually, these are machines running Windows – since it’s the most popular operating system, and many users don’t keep their computer security and operating systems up to date, making that computer the most likely candidate to be subjected to a phishing attack.

While everyone has learned not to trust email attachments, email links are another story. Think about how many links you click every day – that’s the most common way we see ransomware make its way into a machine. You’re much more likely to click a link, than download an unusual looking file.

2. Tell us some more about that – how does ransomware end up on someone’s machine?

AH: In an email phishing attack, an attacker represents itself as a person or group that you trust, like Paypal or Google. Then you download a file or click a link, and the software will exploit a vulnerability in your computer.

This can also be links posted in other places, too –  like social media sites, or search results. The page you end up at exploits a weakness in your browser or your operating system, and installs the ransomware.

3. How do these attacks work?

AH: You’ll turn on your computer and be locked out, and see a message asking you for money to deactivate the software and give you access to your computer. The amounts van be very low – on average, $100 is the unlock ‘cost’. These hackers work on high volume, asking for an amount low enough that it’ll hit your wallet, but you’re unlikely to refuse.

4. How can users protect their systems from ransomware?

AH: This is a case where your best bet is proactive care. Make sure that you’re using the latest operating system, the latest browser, and you’re updating your security and antivirus programs.

In the case of websites, managed hosting is a way to protect your website. This means that your web host maintains your security and backups (Like ATAK’s hosting partner, Zerolag), so that you can leave your security and data to the experts.

Ransomware Takeaways for Small Business 

What surprised us most on this call with Aramis was the prevalence of ransomware attacks they see in their support operations. High-profile ransomware attacks give the impression you’re safe if you aren’t a big business, but that is definitely not the case.

The biggest difficulty when it comes to ransomware is that nobody wants to think they’re vulnerable – and nobody wants to admit they were attacked. This is what the hackers are really banking on. Embarrassed computer owners will pay the ransom in order to avoid admitting they were hacked in public.

Recently, the podcast Reply All did an episode about this dimension of phishing attacks, called “What Kind of Idiot Gets Phished?”. After a host’s question about phishing is taken as a personal slight by one of his colleagues, the hosts experiment with phishing, and discover how easy it can be to fall for it, and how personal that deception can feel.

The personal dimension to ransomware is why it’s critical to have IT help that you can trust, before you find yourself wanting to hide an embarrassing situation.

The second interesting point in what Aramis told us was how often a phishing attack is a link, instead of a file. It often feels harmless to click a link in an email that’s unusual, or an email that you open while in a rush. This mistake can really hit you in the wallet.

Using an extra layer of browser security can help defend your accounts from phishing attacks. Enabling your firewall’s browser protections, and using a Chrome extension like Google’s Password Alert can keep your passwords safe.

The last line of defense, though, is personal judgment and patience. When you’re sent a link you aren’t sure about, investigate before you click it. Learn to identify common phishing URL tricks that are used to make a scam URL look legit:

  • Unicode tricks, like using Cyrillic characters to make a URL look like it belongs to another company: аррӏе.com is using cyrillic characters to look like – the second URL is the real one!
  • Fake URLs in an email. The typed link looks valid, like “”, but if you hover over the link, you can see that the website you’re actually being sent to is something else.
  • Misleading URLs in an email. This was how the Gimlet Media team fell for a phishing attack in the podcast episode linked above. “Gimlet” and “Girnlet” look similar enough to work.
  • Fake login pages. These are very popular. Be very wary about giving your login details for Google, Dropbox, and banking sites on pages you were linked to in an email or IM. When in doubt, type in the address of the real thing to log in.

If you’re looking for an IT partner to support your systems, we highly recommend INC Technologies. And if you’re looking for digital marketing security and managed hosting, give ATAK a call today.


Small Changes Lead to Big Numbers: A/B Tests to Run on Your Website’s Homepage

Consider your homepage the entryway to your online business. Here, you have the fleeting opportunity to impress upon your visitors… pretty much everything about your company. From the abstract (your brand personality and values) to the tangible (current promotions), every element on your homepage can stand to be optimized through A/B tests so that potential customers get the most out of their first visit.

In this post, we’ll guide you through some of the options worth implementing on your site’s homepage elements. Keep in mind that since the homepage is far on the sales funnel from the final purchase, the measure of success for a well-optimized homepage isn’t necessarily increased revenue, but lowered bounce rates, increased product page views, increased click-throughs, and so forth — essentially, any additional activity from the homepage onward indicates a win.

Starting From the Top

The header on your homepage is where you’ll find your logo and navigation. Run a few A/B tests on the placement of your logo. Will it go at the top right, center, or left? This may not seem like a change that will garner statistically significant results, but see if these variations make a difference in average time a user spends on your site.

Testing your search bar language is quick and easy so don’t ignore the opportunity to improve your site’s activity. Indicators of the success of this test can include increased product page views and increased average order value (AOV) due to the customer shopping for products that they hadn’t previously considered.

Take this example from Backcountry:

You’ll notice that the tabs go from what’s most profitable (new arrivals), onto serving customers who are looking for something specific (brands, then activities), then by broad categories for those who want to shop around (activities, women, men, kids), and then to the category of products that’s less desired and least profitable (sale).

What pages on your site do you want people to navigate to the most? Dedicate your header navigation to those pages and monitor the traffic you get on them. Based on the data in your findings, you can then move the tabs around to better serve your customers’ interests.

Also on Backcountry’s header is a search bar. If you’re planning to include a search bar in your header, think about the verbiage on it. What you say in your search bar could be the push that a customer needs to keep on shopping. In Backcountry’s case, their search bar language, “Search gear and clothing” tells the customer what type of products they sell thus serving a functional purpose.

However, search bar language can vary. Consider these alternatives:

  • Inspirational
  • Product Specific

    product specific search bar

    (this can be used as an opportunity to suggest some of your current best-sellers!)

Target uses a dropdown in its search bar to showcase its product selection:

A/B testing your search bar language is quick and easy so don’t ignore the opportunity to improve your site’s activity. Indicators of the success of this test can include increased product page views and increased average order value (AOV) due to the customer shopping for products that they hadn’t previously considered.

Above the Fold Content

“Above the fold” refers the space on a webpage that a visitor can see without having to scroll down. This is prime real estate for you to populate with captivating content.

In recent years, we’ve found rotating homepage sliders don’t work. They don’t garner more clicks, they either move too fast or too slow for the user to retain any valuable information, they aren’t compatible with or require too much loading for mobile (loading those huge images takes a lot of data!), or they’re even ignored by users due to their overabundance.

This website’s heat map shows its slider being left in the cold (heat maps show where clicks happen on a page):

So what does work? Run some A/B tests and find out. Take our website for example:

We use a short gif-like video as the background (but a still image works to the same effect) with a few lines of text that communicate our value, and two call-to-actions (CTA) that prompt the user to take the actions that we find most valuable at this point of the sales funnel: reading more about us and looking through our past work.

Test the image and language on your homepage header of your site. Will it be an aspirational image that acts as background to the words, or will it be more direct and promote current best selling products and promotions? Will it feature targeted content based on the customer’s demographic profile (yes, this can be done.)? When testing, reduced bounce rate means it’s working.

Furthermore, what will your call-to-action(s) be and where will it be placed? Test the possibilities to see what gets the most clicks.

You’ll also see that on our homepage, we didn’t devote the entire above-the-fold space to the hero image. Each of those squares underneath the hero image serves a functional purpose by further communicating what we do. They each link to their own page.

Apple cheekily does the same thing, using the space beneath the hero image to highlight their popular products:

If you’re going for a similar set-up, test out what works best occupying that sliver of space. Again, increased click-throughs indicate a win.

For all of these tests, install a heat map tool to see where users are clicking. You may think buttons are clear to find, but often they are not. This heat map is our favorite.

Below the Fold

How else are those boxes underneath the hero image handy? They encourage scrolling. That’s right, showing only the top of those boxes above the fold wasn’t without motive. They’re there to encourage you to scroll down and see what else the homepage has to offer.

Below the fold, test content that’s secondary in importance but still worthy of display. Retail stores often highlight current promotions or featured products.

Target’s immediate “below-the-fold” content is seasonally geared:


As you scroll further down, they gear content towards your demographic information:

On our site, we expand on your business’ value.

Evernote alternates the placement of its copy and image from left to right to encourage movement of the eye and scrolling down the page.

evernote 2

In each case, Target, ATAK, and Evernote didn’t miss the opportunity to include a call to action at the bottom of their “below the fold” content and neither should you. “The fold” doesn’t mean that no one sees what’s beneath it. As long as you keep the content interesting, everyone scrolls. If the content is interesting enough, they’ll click.

Here are some other examples of what you can put below the fold:




Social Media Feed.


Content in the footer stays pretty uniform between different websites. The standard features are an email sign-up, contact information including address, social links, site directory, and “fine print” information like privacy and/or store policy information, and copyright.

Other ideas to put in the footer:

  • Security logo for extra reassurance.
  • Awards your company received.
  • Any associations or affiliations that you’re a part of.

Think from the perspective of someone who can’t find what they’re looking for. The footer should have sufficient information to point them in the right direction. If you’re curious about how far down your visitors scroll on your site, an effective heat map will give you some perspective — the numbers may be greater than you think!

Be sure to add one last call to action in the footer to see what works and what doesn’t.

Remember, first impressions matter and thus, a lot of emphases is placed on the look, feel, and function of your homepage. These A/B test ideas can add up to a whole lot of value for your business. For more guidance on crafting the perfect homepage, contact us for a free website audit.