Though the majority of Internet users do not understand the differences between the different certificates, and therefore are clueless technologically what the green address bar means, there is a reason that business owners want the green bar: because these entrepreneurs have a sense that the green bar will influence site visitors to feel more comfortable with their site, to be more likely to purchase, and to be more likely to spend more. We live in an age when Sony, Citibank, and the IMF are being hacked; huge, en masse losses of data are rampant. We feel uncomfortable putting our information into a site that isn’t going above and beyond to ensure us of their legitimacy and their efforts to protect our information.

Because Extended Validation (EV) SSL is so helpful in easing a consumer’s mind on your site, it can generate significantly improved conversion and profit.