SSL Browser Indicators

How will your customers know they're protected?

You've purchased an SSL/TLS certificate, you've installed it, your website is protected by it. But how will your customers know? For that matter, do you know what to look for to tell that a website is protected? That's what SSL browser indicators are for. There are indicators that appear in the address bar, and then there are indicators that come in the form of site seals. Both are vital to letting your customers know that they're protected while they're visiting your site. And both can lead to an increase in conversion–if they're used properly.

The Green HTTPS

Domain Validation and Organization Validation SSL/TLS certificates share similar indicators. The first of which is a green HTTPS in the address bar. HTTPS is similar to HTTP, but it's encrypted. When visitors see the green HTTPS in the address bar it means that all communication between their computer and the web server is protected by SSL.

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The Padlock

Beside the green HTTPS that signifies a website is protected by a DV or OV cert, is a padlock icon. The padlock also appears in a green address bar with EV certs. Upon clicking on the padlock, the browser will display information about the certificate. If it's a simple DV cert, it just lists who owns the domain in question. If it's OV it displays information about the organization that owns the domain.

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The Green Address Bar

The most noteworthy of the visual indicators for SSL is the green address bar. This is exclusive to Extended Validation SSL certificates. The green address bar displays the organization's name and country of origin in green next to the URL. It's the single greatest indicator of SSL. It's also why EV SSL/TLS Certificates are such a valuable commodity.

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Important Reminder...

All of these indicators, the green HTTPS, padlock, green web address bar and site seals are an integral part of SSL. It's not that different than the stickers and signs that come with high-end alarm systems. They serve a double purpose, they inspire confidence in visitors and keep those with malicious intent away.

Site Seals

At the lower end of SSL offerings are static site seals. These are essentially image files that can be placed on a website to indicate that the site is protected. Static seals are simple but effective. Especially when placed on a homepage or checkout screen.

Accompanying more high-end offerings are dynamic site seals. When clicked on, these seals display the certificate and organizational information. The DigiCert Secured Seal in particular is one of the industry's most distinctive marks. It's proven to boost conversions and increase trust.