Finding the right way to maximise conversion while protecting your eCommerce store from fraud is crucial for growing your business. There are several factors to consider such as fees, fraud protection, payment methods, guest payment options or account creation.
It is not easy to create a seamless checkout experience and to minimise churn while also protecting your store from chargebacks. If you have to handle large transactions, the payment provider employs more stringent measures to verify the customer’s account before processing the transaction. The payment provider performs other security procedures like Address Verification System (AVS) checks and velocity pattern analysis. But these security procedures are not necessary accurate and come with high rates of transactions loss marked as “High Risk Transactions” Some merchants take more drastic measures such as requiring customers to create an online account before ordering; our data suggests it is a conversion killer and we recommend it not be used. The best checkout method is usually to redirect shoppers from the cart straight to the shipping address form. Always offer the check out as guest option to avoid checkout churn; don’t ask for unnecessary information from your customers on the checkout page since every added task translates to lost transactions. Two of the most common reasons for cart abandonment are lengthy and complex checkout processes, in most  cases made so, to avoid fraud. According to research by the Baymard institute 26% of shoppers abandon their carts due to merchant requests to create an account and 22% cited too long and complicated checkout processes.Trying to address security issues by implementing lengthy or complex checkout processes has played a role in the rise of cart abandonment in eCommerce.