It stands to reason that consumers would be more inclined to engage in transactions and share confidential information on a site where the green address bar is available. The green address bar is a visible indicator of the identity of the organization that operates a site

The green address bar as displayed by Internet Explorer Increase transactions Green address bars have been measured to increase transaction rates on sensitive pages such as shopping carts, login screens, and financial transaction sites. Any place where the visitor is expected to enter a credit card number, login credentials, or ...