I don't have any link... but off the top of my head they found that such a tiny percentage of people actually noticed the EV, even amongst technical people, tha

I don't have any link... but off the top of my head they found that such a tiny percentage of people actually noticed the EV, even amongst technical people, that the value added was negligible. Even those that notice the EV certificate indicated that it didn't change their decision to purchase from a site. You can make the EV process as smooth and simple as you like, but unless there's good solid business value provided by it (in $$s terms), you've got way more of an uphill struggle ahead.