Keeping Up With Growth
• Design your order form so that it includes the appropriate billing questions and make sure the order form will not process unless these are completed.
• Consider real-time processing. The longer you leave the credit-card order checking, the more potential for fraud. For high-volume sales, real-time processing is critical for customer convenience and management efficiency.
• Be very wary of high-dollar-amount sales.
• Use an address verification service (AVS) to match the cardholder address to the address entered into the order form. The next level up from AVS is a system that checks each transaction against algorithms chosen by the merchant. These algorithms gauge probability of fraud based on certain characteristics of the transactions. For example, www.cybersource.com has a sophisticated fraud-checking service, which they claim can reduce fraud levels to very low levels.
• Have a secure server to accept orders. This reduces the potential for hackers to get hold of your customer’s credit-card numbers while they are waiting to be processed on your Web server.
• Store the credit-card details of customers securely. With many real-time payment systems, the merchant does not store these details at all. This eliminates potential for theft and makes the customer feel very comfortable.
Peter Kearney is an e-commerce author and owner of Ecom Publishing at www.ecompublishing.com. His company provides easy-to-use resources, information and services for the Webpreneur and developer. Contact him via e-mail at firstname.lastname@example.org. Copyright © 1999 Peter Kearney