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> If you are a top 10 site you won't need an EV, but if you are in a small business in a competitive market it could help.

Random people don't know an obscure corporation any better than they know an obscure domain name. It's as possible for Foo LLC to be operated by "Satan" as foo.com.

And the people who know what an EV cert is know that. So hardly anyone will even realize that you have one, and the few people who do still won't care.

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You may be right but I worked for a certificate reseller for years and those we persuaded to adopt EVs saw an increase in conversion rate, so theres that.

The question isn't whether you can statistically measure an effect, it's whether the effect is large enough to justify the effort and expense.

It would be interesting to see a real study that accounts for confounders like site improvements or new products rolled out at the same time as the new certificate.

If there was actually a large effect it might suggest that browsers UIs need to be adjusted, given how little real assurance of trustworthiness an EV certificate provides.

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