My .02, I dont think its worth the cost. I have two sites that sell similiar items. One with EV, one without. They both have pretty equal conversion.
Some larger sites don't bother with it because of all the resources it takes (apparently it makes a call to the SSL site's server).
I've never been turned off by a merchant for a non-green bar.
I work on a few e-commerce sites of polarizing differences in products, never had a buyer email and say they didn't order because the SSL bar wasn't green.
I also do not think its worth the cost.
The perception of it's value to the user has been oversold IMHO.
|...never had a buyer email and say they didn't order because the SSL bar wasn't green. |
Interestingly, I did have a customer email us because there was no "Green Checkmark" on our site.
I was wondering what she meant, and then realized that she didn't see any GRAPHICS on our site that looked like the graphics a site with a secure SSL would have on it (like a graphic of a padlock with a green check mark, or something like that).
This was despite the fact that we DID have SSL at the time and we DID have A graphic on there clearly stating that - it just didn't LOOK like the type of graphics she was used to seen previously.
For what it's worth...
Planet13, are you referring to a "SSL badge"?
If so, that's very interesting.
One of the bigger sites I work with don't even have an SSL badge, but use regular $20 SSL cert - in 10 years we've yet to hear a complaint about the SSL security.
I'm almost wondering if the buyer's perception of SSL is related to the type of products sold. For example, the bigger site I am referring to; their target audience is teens, who may be more savvy (or simply don't care) about web security. An older crowd may have a different perception.
|Planet13, are you referring to a "SSL badge"? |
Yup. We had an SSL badge, but it wasn't similar to ones she had seen in the past.
and yes, she was "older" as well.
I just installed my ev cert today. We are in the process of creating a mobile version of the web site and our previous ssl cert was close to expiring.
I got one with geo trust and I can use it on a total of 5 domains (main and 4 sub domains)
Just got our first sale after install :)
|The perception of it's value to the user has been oversold IMHO. |
Agreed. I researched this best I could a few months back when we had some SSL's on the verge of expiration and I just couldn't find enough real data to show improved conversion rates.
I checked the competition and only one out of the top ten was using the Extended Validation certificate. I have a feeling others passed on it for similar reasons.
Let me add more, my one site that had EV was set to expire, so I didnt renew and went with a much cheaper standard SSL and ive seen no reduction in conversion rate.