1. Jonathan Piggins

    Managing Director at Blue Shoots Ltd

    23 May 2008 11:02am

    Jonathan Piggins

    Hi

    What experience do people have with using 3D secure and does it actually reduce the % of orders being completed. I have heard on the grapevine that there is on average a reduction 25% of orders being completed when 3D Secure has been implemented.

    Thanks

    jonathan

  2. Denis Kondopoulos

    Technical Project Manager (MBA, MBCS, CITP, CEng) at Naxtech.com

    23 May 2008 11:33am

    Denis Kondopoulos

    Hi Jonathan,

    I think it very much depends on your user base.  From my experience IT literate people do not have an issue with the extra security measure, while in the case of non IT savvy people there is a significant reductions in proceeding with the payment.  Some of the most common reasons I've seen are forgetting the passphrase, quitting because the user does not know what this "thing" is, etc

    Nonetheless it is widely seen as an extra and annoying step.   Results I think can be mixed depending on what type of people your customers are.

    I hope this helps.

    regards,

    Denis
    www.naxtech.com

  3. Dean Miller

    Sales Manager, EMEA at Responsys

    23 May 2008 14:16pm

    Dean Miller

    Hi Jonathan,

    I work for an organisation called RedEye. We specialise in helping our clients improve their online conversion rates and increase repeat business using web analytics, email marketing and website usability.

    Our usability team have worked with online retailers to measure the impact of 3D secure when it is deployed with of the public in user testing sessions.

    I would be happy to talk to you about this in greater detail if you feel it is applicable.

    I look forward to hearing from you.

    Best regards,

    Dean Miller

  4. Sonu Sayeed

    Digital Professional at SwipeZoom

    24 May 2008 12:43pm

    Avatar-blank-50x50

    Hi Jonathan

    We had no significant reduction in subscribers or one off's whilst moving over to 3D. We had an awareness programme running 3-5 weeks prior to switiching over to 3D. Although this would in effect also notify the fraudsters.  It might be worth adding that switiching over to 3D might mean you see fraud move over to a call centre or other channel so factor that in.
    Also some card issuer partners aren't 3D subscribed. ( should change ery soon) So you may see a decline in customers if you decide to have a one strike and out polic, if any,  as opposed to a three strikes and out policy when sending them through 3D. Hope this helped. - Sonu

    On 11:02:54 23 May 2008 JonathanP wrote:

    Hi

    What experience do people have with using 3D secure and does it actually reduce the % of orders being completed. I have heard on the grapevine that there is on average a reduction 25% of orders being completed when 3D Secure has been implemented.

    Thanks

    jonathan

  5. dan barker

    E-Business Consultant at Dan Barker

    27 May 2008 19:53pm

    dan barker

    hi, Jonathan, how are you?

    on the one website i've implemented it, 3D secure saw a small drop, but not much.

    more secure?

    3D secure in general: I actually don't feel any more secure using these sites. If anything, I feel less secure. The need to enter a password for my bank on a random website doesn't inspire any extra trust. the fact that it runs in an iframe just adds to that.

    phishing?

    I also don't think it's good overall. I get 4 or 5 phishing emails per day supposedly from banks. Surely getting people into the habit of entering bank-specific details all over the web doesn't improve this.

    daniel

  6. dan barker

    E-Business Consultant at Dan Barker

    27 May 2008 19:55pm

    dan barker

    hi, Dean, how are you?

    How about sharing some of your experience/info? A lead request is nice, & people will always have very specific personal requirements, but if you've got some general experience, please do share it!

    daniel

  7. Dean Miller

    Sales Manager, EMEA at Responsys

    28 May 2008 09:53am

    Dean Miller

    Hi Daniel,


    Thanks for your kind note. Please find a link that outlines our broad experience of 3D secure issues:

    http://www.internetretailing.net/news/3-d-secure-schemes-put-sales-at-risk

    Obviously, a lot of our experience is working for clients (including major retailers) who would rather not see the specifics of the work we carried out for them posted here for all to share. What I can tell you is that we have seen up to a 15% reduction in sales and increased drop outs through the checkout process when 3D secure has been implemented hastily.

    The impact of its implementation will be different for each online retailer: the reality is that it is the consumer and the consumer’s understanding of the process that impacts on conversion. Best practise can help – but each retailers users are different (they behave differently on different sites); this is why we feel that a user centric approach is appropriate. Understanding your own users and their issues with 3D secure is key to addressing the issues and minimising the impact.

    The broader issue remains the lack of press that the banks have issued to support the introduction of 3D secure. I’m sure we can all remember the fanfare that announced the arrival of chip & pin, yet nothing has been done to prepare the consumer for the launch of 3D secure. Ultimately, the UK’s online shoppers will accept 3D secure as the norm, as they have with chip & pin, but when this will be and how many sales will be lost during that time, is anyone’s guess.

    Cheers,

    Dean

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