vincevincevince - 12:18 pm on Mar 25, 2007 (gmt 0)

The important thing here is that most consumers, by the time they've reached the secure area, have already decided to buy. Consumers are funny animals... it can be really hard to coax them to make a purchase, but once they've made up their mind even an insecure server certificate won't stop most of them. A yellow vs. green bar will make little to no difference.

It would make a serious difference if it was also used over HTTP. Not to secure the data but to verify the domain ownership etc.

It could be even stronger if it incorporated a complaints or rating process by which consumers could request the certificate be downgraded to yellow or red. Something like BBB.