Successful online stores are optimized to get every possible sale they possibly can. You don’t skimp when it comes to design and to copywriting, so you shouldn’t skip when it comes to security, either. There are a number of important enhanced security measures you need to put into place if you’re going to maximize your online store’s effectiveness.
SSL: The starting point
You’d think that after two decades of Internet commerce we’d all have it figured out by now. SSL is basic to any web store’s security. Yet, there are many online stores that simply aren’t using it. While it would be a stretch to call SSL “enhanced security,” it should be the basic starting point from which you build the rest of your site’s security. Consumers know that a valid and safe web store’s address starts with https, rather than just an http.
AVS (Address Verification Service) thresholds
The next element of online store optimization to look at in terms of security is your AVS. Address verification isn’t required in order to process a credit card transaction. However, if you want to reduce the number of fraudulent charges and chargebacks, you’ll set a relatively high threshold on AVS.
You don’t have to outright refuse charges if the addresses don’t match, but you should set aside the transaction and verify the address manually with the user.
CCV and CCV2
The use of the CCV codes is becoming more and more standard as an enhanced security measure. Some online store owners argue against its use, suggesting that it reduces sales. While it’s technically true that requiring a CCV might reduce sales, it’s also going to lead to fewer chargebacks. The consumer population is becoming more and more aware of CCV and how it’s useful for identify verification, so you may actually see an increase in sales among people who won’t buy when the CCV isn’t required. All in all, you’re probably looking at a wash in sales numbers and a decrease in fraudulent transactions.
Who’s looking out for you?
One of the best ways to secure your online store is with a third party monitoring and security verification service. These services may be offered by your hosting provider, or they can be purchased from other third parties. These services regularly test your online store and monitor its transactions in order to identify any potential security problems.
Making the customer aware
Part of true online store optimization with enhanced security measures is letting the customer know that you’re concerned for their security and safety. For some measures – like CCV verification – the customer will simply encounter the measure along the process of buying. For others, you’ll want to have a security statement letting customers know. These things help to engender confidence, and make your customers more comfortable about making a purchase from your online store.
Enhanced security measures are part of the big picture in online storeoptimization. Implementing these measures increases customer confidence, protects you from charge backs, and boosts your bottom line.