23 November 2009 12:31pm
I've a client who is in discussion internally about adding Verified by Visa (VBV) functionality to their website. They're concerned that it will have a negative impact on customer experience and add reduce income.
Their in the gaming/gambling business and concerned that another step added to the process of crediting money to your account will have a significant detrimental effect on deposits.
Can anyone share any recent experience from this sector or any others, that demonstrate customer perceptions of and changes in behaviour following VBV installation.
CEO at Connected
27 November 2009 10:23am
It will reduce conversions, by how much in the gambling world I don't know but in the retail sector I've seen it drop measurably. The two challenges it offers are:
1. Not all VISA card owners have initiated the system so would need to do that during the check-out process and the system is clunky to register to and can be quite restrictive in terms of password choice etc. This could be made a lot easier, but as it's there to protect the Credit Card companies they are less than keen I guess
2. The intervention of the VbV during checkout is fairly unobtrusive but it's another password to enter and another step. Both are "push" activities which, by definition, have a drop-out rate.
On balance, you'd have to measure the positive, anti-fraud, value versus the reduction in conversions. Sorry I can't be more helpful.
Managing Director at Beachbody UK
03 December 2009 09:24am
We are having to add 3D secure as part of our new merchant agreement. Has anyone got any examples of fool proof checkout processes which have incorporated 3DS and made it look like an easy step in the customer process flow?
Head of Ecommerce at Lovehoney
03 December 2009 22:04pm
TheTrainline is a good example, and as much as I hate to say it, Tesco do it quite well too.
Sales Director at Azexis
07 December 2009 22:51pm
For many, like Thomas, 3D secure is now a required part of the checkout and possibly covered by PCI DSS. In fact uk maestro/mastercard now require this to be in place with most payment gateways and without it your client may not be insured against card fraud on those card types. You'll have to check the documentation with the current payment gateway as this will give you full details.
If you have an off-the-shelf e-commerce package you will have to check with the vendor for an update. Or, if it's a custom job you'll have to integrate into the process yourself. Normally, payment gateways offer full instructions.
As for making it part of the payment process usually this is done in an iframe to make it look seamless, but you have no control over look and feel because it comes direct from the acquiring bank.
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