We've just discovered and published the latest example of an online business measuring the effect of Extended Validation SSL on its key metrics. In this case it's Australian electronics retailer Kogan. Kogan compared transaction rates between site visitors who saw green address bars while shopping on the site and those who did not and saw a 30% increase in completed sales among the EV-enabled purchasers. The Kogan research brings the total number of businesses we've found who have measured their transactions with an without green address bars to 22. These businesses span more verticals than simply online retail. They include banking, travel, insurance, and and loan sites across four continents. Some day soon I may take a little time to do a writeup of all these measurements. For now we maintain a page with all the known EV SSL measurements in one place, and interested parties can read about them there.