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In the last few months I had to look at SSL and found cheap very well supported by browsers option - RapidSSL. You can get free trial from them for 30 days - give it a go. There are cheaper versions around but they seem to be more limited in respect of browser support - if you want to sell anything to the end users you can't afford "unknown certificate" warning that would popup in browsers :(
A service provider recently directed us to an outfit called RapidSSLOnline which offered RapidSSL and other certs at discounted prices. We haven't used this as yet, but we intend to try them on our next launch.
The newish Extended Validation SSL (EVSSL) certificates do the whole turning the address bar green thing and go to greater lengths to demonstrate to the client who they are dealing with.
I am soon to be buying a certificate for a project and haven't yet decided whether the EV SSL is worth the considerable investment, I wonder if anyone knows of any testing which has been done which looks at conversion, abandonment etc with EV and non EV SSL?
The bottom line, for the average user, is 1) that the data to and from the server is encrypted, and 2) the browsers recognize the certificate authority when the SSL pages are visited. I *have* seen some certs not be recognized by the browser, which prompts the user to install the cert. This is bad mojo because lay-persons don't understand it. They just want that lock icon!
The low-cost G.D. certs are 265 bit encrypted, and do quite well.