Unfortunately the link I'm sharing here is outdated, but Verified By Visa is absolutely a conversion hit, even in the UK. The conversion rate hit was anywhere

Unfortunately the link I'm sharing here is outdated, but Verified By Visa is absolutely a conversion hit, even in the UK. The conversion rate hit was anywhere from 6% to 60% initially. https://econsultancy.com/blog/3887-verified-by-visa-a-conversion-rate-killer/ https://econsultancy.com/blog/3887-verified-by-visa-a-conver... Visa's own documents now recommend only using Verified By Visa on transactions that look suspicious after running risk analysis, and cite that using it on all transactions was resulting in a 3 - 5% Abandonment rate in the UK. "Higher conversion rates – following the implementation, abandonment dropped from over 4% to under 1%" http://www.visaeurope.com/media/images/44933_visa_vbv_case_study_v4-73-25964.pdf http://www.visaeurope.com/media/images/44933_visa_vbv_case_s...