The fear of fraud makes perfectly customer-friendly companies do not-quite-so-customer-friendly things. Like adding unnecessary friction to the buying experience. Captcha. Verified by Visa. 3D Secure. Security questions. Customers may understand – at a high level – why a business would make someone jump through these hoops, but that doesn’t mean they like it. Battling fraud barriers can bring up unpleasant feelings.
And customers share these feelings all over Twitter, so everyone can know what a frustrating experience they’re having. Let’s walk through some of the real-world reactions to different companies’ fraud-prevention barriers.
Denial
@AppStore is ridiculous…to buy 1 app that costs £1.50 I have to do Touch ID, enter my password and answer 2 security questions, really?
Just keep telling yourself that your customers are going to understand that you’re trying to protect both of you. To them, you’re just keeping them away from getting what they want.
Pleading
Online companies: please stop using SecureCard / Verified by Visa. This is why you’re losing out to Amazon!
And so do we. If you’ve ever worried about losing customers due to overly aggressive security checks, you’re not alone. Sift Science can help. Our machine learning is so accurate that our customers don’t have to make legitimate customers jump through hoops just to buy a sandwich.
Stop fraud, break down data silos, and lower friction with Sift.
Achieve up to 285% ROI
Increase user acceptance rates up to 99%
Drop time spent on manual review up to 80%
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