Google has decided to require SSL on all pages of all websites, regardless of whether or not they take transactions or share sensitive information. Any page accessed in Chrome that does not have an SSL certificate will receive a “Not secure” warning in Chrome. It is widely believed that this warning will stifle transactions and other web site usage and will create a negative user experience. Businesses have been scrambling to implement SSL certificates to remove this message.
Sites have the opportunity to further improve the impression they make online by adopting Extended Validation (EV) SSL certificates. These certificates cause the company name to display in the address bar of desktop browsers, often in green. Research shows that site visitors viewing these “green address bars” are more inclined to believe that an online business is secure, stable, and trustworthy, with high-quality customer service. Businesses seeking to offer the best online impression can use EV certificates to help do exactly that.