As you said, the first option is the best in terms of user experience and, most likely, to achieve the maximum possible conversions. How much better the conversion is compared with the next best solution, it is impossible to objectively measure, since it includes regular customers, your own brand name, type of products, etc. Since conversion rates will directly affect you (and your company), this is to make an assessment, to see if your efforts will be spent in the short and long term.
The second option is sweet middle ground; you still get brand recognition, and customers will have some confirmation of security (through the address bar); (i) frame detection is easily performed by a simple JavaScript comparison: top === window . However, you lose continuity and, therefore, are likely to lose some transformation. If this risk is manageable, I would take this opportunity in the short term.
The inability to see the security certificate directly through the green lock makes the third option the least desirable. However, not all is lost; thanks to the clever use of images, you can still gain some trust with your end user, as described in this image , which is part of a larger article from Smashing magazine.
Your decision should be based on:
- what can be done in the short term
- what needs to be done in the long run
- How important are safe visual cues to my potential client.
- time / money spent on a solution versus revenue (break-even analysis)
source share