July 9, 2009, 12:00 AM

Online retailers report increased shopping activity with SSL certificates

Shoppers accessing Swedish computer products site Misco.se with web browsers that display the green address bars of Extended Validation SSL certificates are more than twice as likely as shoppers using other browsers to make a purchase, Misco says.

Paul Demery

Managing Editor, B2B E-commerce

 

Shoppers accessing Swedish computer products retailer Misco.se with web browsers that display the green address bars indicating Extended Validation SSL certificates are more than twice as likely as shoppers using other browsers to make a purchase, Misco says.

“We found that visitors coming to our site via an Extended Validation-ready browser, like IE7, were two and a half times more likely to purchase than those using older browsers,” says I.T. manager Magnus Bood. He adds that visitors to Misco.se using the newer browsers had cart abandonment rates more than 5% less than visitors using older browsers that don’t display the green address bar. Bood made his comments in a case study report Misco provided to VeriSign.

Misco has deployed Extended Validation SSL certificates from VeriSign Inc., which like The Go Daddy Group Inc.’s GoDaddy.com, another provider of the certificates, notes that numerous retailers are reporting increases in shopping activity that result in higher conversion rates and sales.

SSL, or Secure Sockets Layer, is a technology that secures web servers from unauthorized access and is designed to ensure visitors that a web site is legitimate and able to protect consumer data. SSL certificates verify that a site is protected by SSL technology; Extended Validation SSL certificates display a green web page address bar with a lock icon and the name of the Certificate Authority, such as VeriSign or GoDaddy, to let visitors know the site is protected. Other providers of SSL certificates include Comodo Group Inc. and Network Solutions LLC.

According to U.K.-based Netcraft Ltd., a market research firm, more than 13,000 Extended Validation SSL certificates have been deployed worldwide. Netcraft notes that VeriSign continues to have the largest market share, with more than 10,000 certificates, but that GoDaddy.com has experienced the sharpest growth rate in overall deployment of SSL certificates, according to Netcraft data provided by VeriSign and GoDaddy.

 

 

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