3DS provides protection for both consumers and merchants, however if not implemented correctly, it can hinder conversion rates and produce higher shop cart abandonment rates.
The challenge
A pivotal aspect of our strategy for enhancing conversion rates was the meticulous improvement of the 3DS (3-D Secure) authentication process.
Here’s how we tackled this part of the challenge:
The solution
We offered detailed recommendations to our partner merchants on the specific parameters to send during the 3DS authentication process.
By fine-tuning these parameters, we aimed to increase the likelihood of a successful transaction and reduce friction in the user experience.
Recommendations for merchants
It’s important to note that the 3DS process involves two distinct flows. The first is the frictionless flow, which occurs when the issuer validates the transaction without any hiccups.
The second is the friction flow, which necessitates additional steps, such as user authentication.
One of our primary goals was to elevate the frictionless 3DS flow, where transactions seamlessly proceed without redirection to an approval or password page.
This meant that when the issuer confirms that everything is in order, the transaction proceeds smoothly. Our objective was to achieve a 10% increase in this frictionless flow, making the payment journey even more convenient for customers.
Distinguishing 3DS flows
By implementing this comprehensive strategy, the business successfully increased its conversion rates by an impressive 6 to 8 percent.
The systematic approach to error code analysis and action planning proved to be the key to unlocking higher conversion rates.
Customers experienced a smoother, more transparent payment process, and the business achieved its growth objectives.
Optimization recommendations
By implementing this comprehensive strategy, the business successfully increased its conversion rates by an impressive 6 to 8 percent.
The systematic approach to error code analysis and action planning proved to be the key to unlocking higher conversion rates.
Customers experienced a smoother, more transparent payment process, and the business achieved its growth objectives.