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Three years of EV

Created: 03 Mar 2010 • Updated: 18 Dec 2012 • 4 comments
Tim Callan's picture
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It was at the RSA Expo in 2007 that VeriSign officially held a coming out party for Extended Validation SSL. Now I'm at the RSA Expo again, and it's a good time for a milestone check.

Today, more than 20,000 EV SSL Certificates have been deployed worldwide, putting EV SSL into an elite category of ultra-rapidly deployed technologies. Likewise, browser ubiquity is pretty darn high. More than 75% of client systems on the Web use browsers that can display the green address bar. Compatible browsers include IE7 and above, Firefox 3.0 and above (2.5 with downloadable plug in), Safari 3.2 and above, all versions of Chrome, Opera 9.5 and up, Flock, and the iPhone.

Dozens of online businesses have measured the effect of green address bars on their visitors' behavior and have seen significant increases in key indicators. Most of them measured completed transactions and saw significant (usually double digit) increases. These tests average over 20% increase in transactions when green bars are present.

Some recent published tests include:

Some sites measured other things as well. For example in addition to a 33% increase in completed transactions, CanadaDrugs.com also saw a 27% increase in the average size of completed transactions. Combine these two factors and the actual sales increase CanadaDrug.com experienced was a whopping 65%. See my earlier discussion of this phenomenon and why I think it takes place.

The EV standards allow the product in all worldwide regions, including double-byte geographies for which transliteration rules have been established. VeriSign, for example, offers EV certificates in almost every nation on the planet. Some other CAs are much more limited in which countries they can offer EV (including at least one that us US only and can't even authenticate an EV certificate in Canada). Fortunately, with over 70% of all EV certificates coming from VeriSign, the geographical limitations of some CAs haven't proven to be a practical problem.

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Andrew Horbury's picture

so EV has come out? does this mean the same in American English as it does in my English?

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Miro Plachy's picture

Hello Mr. Callan i seem to be having dificulties in understanding these certificates. Unknown issuer of a Security ?

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Allen Kelly's picture

I'm not sure I understand the question. Here is a FAQ on Extended Validation SSL, in case that's helpful: http://www.verisign.com/ssl/ssl-information-center...

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Allen Kelly's picture

Possibly not. I meant to say that three years ago EV SSL issued forth into the world. In common American or Canadian vernacular it would "come out," just as a movie might "come out" the day it was released. It may be that this usage doesn't occur so often in the Queen's or someone else's English. If your flavor of English attributes a different meaning to this phrase, then by all means I encourage you to mentally substitute something more fitting.

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