The Green Address Bar Means Go!
Across the entire Internet there are few trust indicators that have the power of the green address bar. According to that same Tec-ED study, 97% of the participants would feel comfortable giving their credit card information to a site with the green address bar. On the other hand, only 63% would feel comfortable giving that same information to a site without it.
Likewise, 93% of participants would prefer to do their online shopping on a site with the green address bar and 77% would hesitate to shop at a website without one.
We're talking about your bottom line here. Can you really afford to leave money on the table? The green address bar is absolute proof of identity online. It cannot be duplicated—cannot be faked. When a visitor arrives at your website and sees it, they know exactly who they're doing business with and they know that they're safe. The green address bar is authentication embodied.