Three years of EV
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:
- AC Lens saw gigantic increases in both conversion rates and revenue per transaction: 41% and 58% respectively.
- CarInsurance.com watched online enrollments leap 18% the month after EV was introduced.
- Cleaner Today increase conversions over 10%.
- Turkish e-commerce giant Hepsiburada saw a 30% decrease in abandon credit card payments.
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.