SecurionPay, an innovative Swiss payments platform, is presenting a non-invasive 3D Secure solution. Non-invasive because of not interfering with merchants’ conversion rates.
3D Secure authentication gives an extra layer of security to online transactions, but for many merchants, it still causes more harm than good. Yet, those who have started to use the solution delivered by SecurionPay know how to secure their payments without interrupting the entire purchasing process.
3DS is usually applied by companies that are fighting an overwhelming amount of chargebacks. It helps them to reduce fraud by setting up an additional security layer to the only payment process. So, when a customer wants to pay on a website and confirm their card details, he or she is asked for an extra verification (usually a static password or a PIN).
But, merchants are still a bit concerned about using 3D Secure on their websites.
“We can see that using 3D Secure is still controversial. We know how important the end-user experience is, so SecurionPay gives merchants more flexibility. It’s up to them whether they accept only enrolled cards or turn on the possibility of accepting transactions even if a user closes the 3D Secure window or provides a wrong PIN,” explains SecurionPay CEO Lucas Jankowiak.
Keeping conversions on the right track
Even though 3DS helps merchants reduce fraud, it’s widely considered to be a conversion killer. That’s why many merchants are not inclined to add this security layer – after all, they don’t want to scare their customers away.
Of course, sometimes 3D Secure can lead to frustration on the part of the customer, especially when they don’t expect extra authentication during the shopping process or when they don’t remember their password. Customers might be surprised when they need to enter some more information – which leads them to just closing the window or even abandoning their shopping cart.
Simply put – business owners don’t want to provide their customers with a terrible shopping experience and would do practically anything to avoid situations causing customers frustration and interruption at any stage in the payment or shipping process.
That’s why SecurionPay delivers a smart 3DS solution which gives merchants options. They can turn on authentication that requires both an enrolled card and successful liability shift, or they can allow completing payments even if a customer’s card is not enrolled in the program or when a customer with an enrolled card doesn’t provide a PIN or when there’s a PIN error.
Scheme of a non-invasive 3D Secure
The last scenario gives the possibility to make an attempt to complete a transaction even if a customer intentionally closes the window or clicks on the Cancel button. What’s more, the 3DS is displayed as an overlay, not a pop-up or redirection to a bank-hosted page which means that the user needs to take some action to continue the process.
To improve transaction security, payments can be even limited by IP country, to block transactions from countries that are notorious for fraud. Merchants are given the wide range of flexibility, so they can set it up to completely meet their business requirements.
“Using standard 3D Secure usually causes an 80% drop in conversion, so it’s natural that merchants don’t want to activate this kind of authentication. That’s why we give them a smart solution with a completely different approach. So, thanks to a superior UX, it doesn’t interrupt the payment process and minimizes the damage to conversion,” adds Jankowiak.
In using obsolete systems, merchants force their customers to struggle with a terrible experience throughout the authentication process. So, when shoppers finally get to point of paying they are extra sensitive to the need to enter an extra password. Sometimes, they even take it for a security threat or a phishing attack.
To get around this, it’s enough to offer merchants a seamless, non-invasive solution that makes payments secure and doesn’t affect conversion at the same time.
As business owners become more and more aware of how technology continues to advance, they’re more likely to adopt 3D Secure in a way that gives them flexibility and control over their transactions. They just need a smarter way to do it.
By making just a small change, business owners can take their payments security to a whole new level. At the same time, merchants are likely to see their conversion is on the right track.
For more information, visit www.securionpay.com.