Every coin has its other side and the system developed by VISA and MASTER CARD is no exception.

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3D -Secure goes against several principles of e-merchandising and web ergonomics.

First of all, in the majority of cases, 3D-Secure takes customers out of the conversion funnel to authenticate on a bank webpage. This type of practice is generally highly discouraged. Not only does it take them out of your e-shop, but there's also a risk of confusing the customer by sending them to pages that have nothing to do (layout, ergonomics, graphic identity) with those of the initial e-shop. The risk of confusion is at its highest, and with it, the likelihood of losing the customer.

3D-secure

The second problem is that it adds additional steps to the conversion funnel. A conversion funnel already has at least four steps: cart validation, shipping/billing address, payment method, and order confirmation (and I'm not counting logging into your customer account). Each of these steps is an jordan mobile database for the customer to leave your e-commerce site. If your conversion funnel is configured in your Analytics, the demonstration is striking!

So, if you add one, or even two...

Example: A purchase paid for using a VISA card issued by Le Crédit Lyonnais 1 page to enter your mobile number in order to receive the SMS, 1 page to enter the code received by SMS.



Finally, add in the use of a GSM, a bank card reader (ING Card Reader, Digipass Fortis), sometimes both at the same time, and the payment process becomes more complex, longer and less clear; both for customers and e-merchants. Of course, all this depends on the level of learning (maturity) of customers in relation to the authentication process. The latter is directly linked to the security systems of Homebanking, including the use of card readers, which are now more part of customer habits. But let's not forget that human beings are, by nature, "lazy". If things become too complicated (electronic box) and/or too long for their liking (additional steps), they will leave and your cart abandonment rate will increase. But what about today?

4. Figures according to Ogone
According to a study conducted by Ogone in 2010, the shopping cart abandonment rate reached 15% . For the year 2013, this rate is only 3% and a decrease of 50% compared to the previous year.

Still according to Ogone, 3D-Secure is used:

in Germany by 40% of e-retailers,
in Belgium by 68% of e-retailers,
in Holland by 62% of e-retailers,
in France by (only) 22% of e-retailers.
Today, Ogone is proposing to split the difference and offer a "selective" or "disabled" version of its 3D-Secure . This new version allows e-retailers to activate or deactivate the protocol based on a number of criteria such as the amount of the basket, the type of products purchased or even the suspicious nature of a transaction. "Merchants are more open to the principle of selective 3-D Secure, which they consider more flexible and less intrusive than traditional 3-D Secure and which allows them to reconcile the needs of securing transactions with the commercial constraints of merchants ," notes Simon-Pierre de la Seiglière.

5. Conclusion
After a more or less long period of adoption, particularly in France, the electronic payment protocol by authentication is now part of the ritual of a good number of Internet users when paying for their online purchases. This adoption was not without difficulty since it penalized by 15% the conversion rate usually recorded WITHOUT the authentication solution . Despite the years passed, there remain a few diehards (Gauls) for whom the authentication solution is far from satisfying. For the latter, Ogone now offers a "selective" version which allows to cut the pear in two even if, currently, the losses in terms of conversion are about to be completely absorbed and, ultimately, makes the new version of 3D-Secure somewhat late. However, the Ogone solution offers a high level of security, which, if it is well "sold" to your e-shop audience, can prove to be an additional and particularly convincing element of reassurance. Today, Ogone's solution must be seen as an ally and no longer as a handicap for your e-commerce, even if this was the case in the past.