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Originally Posted by wimpy
When a site hosts its own SSL server... you control signup and surfer flow. Bingo, higher conversions.
How much more? 10%? 20%?
Verisign says there's a 32% increase in conversion when you host the signup form.
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Yes, there are advantages.
But it's not quite so simple as "control signup and surfer flow".
When you have a direct relationship with the merchant bank, you're not only cutting out the middle-man transaction fees, but you can also control the types of transactions that you offer for different markets. For example, if you discover that 1-year memberships have a 50% chargeback rate in Egypt, then you can decide you don't sell 1-year memberships in Egypt.
On the positive side, you can significantly improve profitability and lower CB rates.
On the negative side, you're alone facing the possible consequences of having miscalculated on your price/market models, and can find your company SOL.
j-