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Central Reservation Service (CRS) provides a free hotel reservation service that offers attractive rates and special deals on hotels and resorts, with no prepayment and no booking, change, or cancellation fees. CRS wanted to allay customers' security fears and improve conversion rates. CRS implemented VeriSign Extended Validation (EV) SSL certificates to contend with high abandonment rates. Tests showed that customers who saw EV's green bar converted to purchase 30% more often than those who didn't see the green bar, far exceeding the company's expectations.
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