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Except not even 99.9995% of your customers will know or care about the level of your SSL Cert. It really does not add anything to the equation. Just extra cost

Except not even 99.9995% of your customers will know or care about the level of your SSL Cert. It really does not add anything to the equation. Just extra costs and work for you. It's been studied and pointed out that a green-bar does nothing to conversions and sales. I suggest skipping it always, but often times a higher business type will override the suggestion of whomever has to implement it and maintain it - simply because they really don't get it or don't care about the cost (which isn't really that much, but still, you have to jump through hoops getting the docs in order).

uxp 13y ago
It's been studied and pointed out that a green-bar does nothing to conversions and sales. I'm not debating this point, but if you have some citations for this assertion, I'd love to read them. I've always heard and read otherwise. I just completed a multiple-month-long process of converting a dynamic-domain application to support SSL-friendly URIs and implementing SSL on it's web servers based entirely on the concept of adding a green bar for boosting conversions (data isn't quite in yet to verify we did anything). I would really hope that I didn't waste multiple iterations on a pipe dream.
- powertower 13y ago
  > I've always heard and read otherwise. Those "Get better conversion rates with EV Certs" internal studies are pure marketing B.S. by the SSL vendors. Do not trust what they say. Every single person that has tested this on his site has come to the same exact conclusion - the green-bar has no meaning to the consumer, nor do they even notice it. http://www.theroiteam.com/blog/is-an-ev-ssl-worth-it-or-even-effective-anymore/ http://www.theroiteam.com/blog/is-an-ev-ssl-worth-it-or-even... http://webmasters.stackexchange.com/questions/7697/ev-ssl-certificates-does-anyone-care http://webmasters.stackexchange.com/questions/7697/ev-ssl-ce... http://forum.x-cart.com/showthread.php?t=54707 http://forum.x-cart.com/showthread.php?t=54707 http://www.quora.com/VeriSign/Does-ecommerce-conversion-increase-with-verisign-EV-extended-Validation-where-a-user-gets-a-green-bar http://www.quora.com/VeriSign/Does-ecommerce-conversion-incr...
  - raphinou 13y ago
    The first link mentions EV certificate handshake is slower. Is that really the case? What is the reason?
    - dspillett 13y ago
      I'd like to see some facts to back that up: I suspect it is bunk, another problem somewhere that has been mistakenly attributed to the certificate type (perhaps they altered other SSL options on their web server at the same time as changing the cert, or the non-EV cert uses smaller keys so takes less CPU time to process). The EV certs contain extra information so are likely to be a little larger, but we are talking at most a couple of hundred bytes here so the extra download time getting the cert and CPU time verifying things are not going to be significant. People do tend to have larger key sizes on EV certs (2048 or 4096 bit rather than 1024 or 2048 (though 1024 bit keys are increasingly rare even for "standard" certificates)) which might impose a measurable latency difference on a mobile (or other low-power) device due to the math involved in verifying the site against the certificate, but nothing like the order of magnitude that link mentions.
    - jgeraert 13y ago
      Because the browser is going to check if the certificate is revoked as part of the ssl handshake. We have gotten sites being not available because the service that the browsers use to do this validation were not responding fast. The handshake took up to a minute.
- ceejayoz 13y ago
  Considering Amazon.com doesn't bother with an EV cert, I'd guess they don't affect conversions in any sort of positive manner.
  - ZoFreX 13y ago
    Amazon also says that Settlers of Catan is the number one selling children's musical instrument toy. They don't do everything 100% right.
  - vmialik 13y ago
    Once you click your Account, or try to login it will send you on via verified https:// https:// regular pages and the cart does not have SSL. Possibly for speed issues
    - ceejayoz 13y ago
      Yes, it's HTTPS, but it's not EV HTTPS. There's no green bar, just the lock icon that anyone with a $7/year SSL gets.
benblodgett 13y ago
I agree it shouldn't change conversions, but I would also like to see some data supporting that. I run a lot of ecommerce sites and couldn't imagine the number of transactions not dropping if I just removed my SSL from every site.
- graue 13y ago
  We're not discussing whether or not you should have SSL at all. We're discussing whether it's worth getting Extended Validation, displayed as a green bar in browsers. E.g. currently at https://twitter.com https://twitter.com you get a lock icon and a green bar that says "Twitter, Inc. (US)" — that's EV. At https://www.facebook.com https://www.facebook.com you only get the lock icon — no EV.
dgesang 13y ago
> It's been studied Got any source? Would really like to show that to some folks here ...
vacri 13y ago
I think you make a fair point on the level-of-cert point. I got the first level of their business cert offerings because I needed a wildcard cert - we still don't have the EV green padlock. I guess I was more trying to convey that it's reassuring to know that Startcom (at least) go to some effort to investigate their verification, and it's not just a bits-in-bits-out process. This being said, I'm in a business and if I leave and another ops person comes along, the semantics of 'business' versus 'personal' account makes their job a little easier. I'm certainly not an expert in the area of SSL, but from long experience in other fields, it's a pain in the arse managing 'business accounts' that are really repurposed individual/private accounts.
majelix 13y ago
> It really does not add anything to the equation. Just extra costs and work for you. Of course it adds something: It makes it more difficult for someone else to go buy a SSL certificate in your name. Security isn't just about driving sales, it's also about protecting yourself and your customers.
- asdasf 13y ago
  > It makes it more difficult for someone else to go buy a SSL certificate in your name No it doesn't. Just because you wasted money on a joke process, doesn't mean "evil attacker X" has to do it too. They can just go ahead and buy a regular cert for your domain still.

uxp 13y ago

It's been studied and pointed out that a green-bar does nothing to conversions and sales. I'm not debating this point, but if you have some citations for this assertion, I'd love to read them. I've always heard and read otherwise. I just completed a multiple-month-long process of converting a dynamic-domain application to support SSL-friendly URIs and implementing SSL on it's web servers based entirely on the concept of adding a green bar for boosting conversions (data isn't quite in yet to verify we did anything). I would really hope that I didn't waste multiple iterations on a pipe dream.

powertower 13y ago
> I've always heard and read otherwise. Those "Get better conversion rates with EV Certs" internal studies are pure marketing B.S. by the SSL vendors. Do not trust what they say. Every single person that has tested this on his site has come to the same exact conclusion - the green-bar has no meaning to the consumer, nor do they even notice it. http://www.theroiteam.com/blog/is-an-ev-ssl-worth-it-or-even-effective-anymore/ http://www.theroiteam.com/blog/is-an-ev-ssl-worth-it-or-even... http://webmasters.stackexchange.com/questions/7697/ev-ssl-certificates-does-anyone-care http://webmasters.stackexchange.com/questions/7697/ev-ssl-ce... http://forum.x-cart.com/showthread.php?t=54707 http://forum.x-cart.com/showthread.php?t=54707 http://www.quora.com/VeriSign/Does-ecommerce-conversion-increase-with-verisign-EV-extended-Validation-where-a-user-gets-a-green-bar http://www.quora.com/VeriSign/Does-ecommerce-conversion-incr...
- raphinou 13y ago
  The first link mentions EV certificate handshake is slower. Is that really the case? What is the reason?
  - dspillett 13y ago
    I'd like to see some facts to back that up: I suspect it is bunk, another problem somewhere that has been mistakenly attributed to the certificate type (perhaps they altered other SSL options on their web server at the same time as changing the cert, or the non-EV cert uses smaller keys so takes less CPU time to process). The EV certs contain extra information so are likely to be a little larger, but we are talking at most a couple of hundred bytes here so the extra download time getting the cert and CPU time verifying things are not going to be significant. People do tend to have larger key sizes on EV certs (2048 or 4096 bit rather than 1024 or 2048 (though 1024 bit keys are increasingly rare even for "standard" certificates)) which might impose a measurable latency difference on a mobile (or other low-power) device due to the math involved in verifying the site against the certificate, but nothing like the order of magnitude that link mentions.
  - jgeraert 13y ago
    Because the browser is going to check if the certificate is revoked as part of the ssl handshake. We have gotten sites being not available because the service that the browsers use to do this validation were not responding fast. The handshake took up to a minute.
ceejayoz 13y ago
Considering Amazon.com doesn't bother with an EV cert, I'd guess they don't affect conversions in any sort of positive manner.
- ZoFreX 13y ago
  Amazon also says that Settlers of Catan is the number one selling children's musical instrument toy. They don't do everything 100% right.
- vmialik 13y ago
  Once you click your Account, or try to login it will send you on via verified https:// https:// regular pages and the cart does not have SSL. Possibly for speed issues
  - ceejayoz 13y ago
    Yes, it's HTTPS, but it's not EV HTTPS. There's no green bar, just the lock icon that anyone with a $7/year SSL gets.

benblodgett 13y ago

I agree it shouldn't change conversions, but I would also like to see some data supporting that. I run a lot of ecommerce sites and couldn't imagine the number of transactions not dropping if I just removed my SSL from every site.

graue 13y ago
We're not discussing whether or not you should have SSL at all. We're discussing whether it's worth getting Extended Validation, displayed as a green bar in browsers. E.g. currently at https://twitter.com https://twitter.com you get a lock icon and a green bar that says "Twitter, Inc. (US)" — that's EV. At https://www.facebook.com https://www.facebook.com you only get the lock icon — no EV.

dgesang 13y ago

> It's been studied Got any source? Would really like to show that to some folks here ...

vacri 13y ago

I think you make a fair point on the level-of-cert point. I got the first level of their business cert offerings because I needed a wildcard cert - we still don't have the EV green padlock. I guess I was more trying to convey that it's reassuring to know that Startcom (at least) go to some effort to investigate their verification, and it's not just a bits-in-bits-out process. This being said, I'm in a business and if I leave and another ops person comes along, the semantics of 'business' versus 'personal' account makes their job a little easier. I'm certainly not an expert in the area of SSL, but from long experience in other fields, it's a pain in the arse managing 'business accounts' that are really repurposed individual/private accounts.

majelix 13y ago

> It really does not add anything to the equation. Just extra costs and work for you. Of course it adds something: It makes it more difficult for someone else to go buy a SSL certificate in your name. Security isn't just about driving sales, it's also about protecting yourself and your customers.

asdasf 13y ago
> It makes it more difficult for someone else to go buy a SSL certificate in your name No it doesn't. Just because you wasted money on a joke process, doesn't mean "evil attacker X" has to do it too. They can just go ahead and buy a regular cert for your domain still.