Rise in Mobile Transactions Increase Conversion vs. Fraud Tradeoff during Holidays
Dec. 1, 2014
As the 2014 holiday season kicks off, consumers are using mobile devices to make purchases more than ever. As a percentage of total online transactions, mobile transactions have doubled from 2013 to 2014 and some experts expect up to 20 percent of all online transactions to originate on a mobile device during the holidays. And, as mobile becomes more prevalent, the already thorny issue of conversion becomes even more challenging, according to Aaron Kline, director of e-commerce solutions for ID Analytics.
“I expect to see an unbelievable amount of mobile transactions this holiday season,” Kline told CardNotPresent.com. “And, because each company wants to maximize conversion, especially over the next five or six weeks, e-commerce merchants will try to create a checkout experience that’s very easy, straightforward and clean. They’re trying to get customers through that process as quickly as possible, but as a result, while making it easier on their customers, they are potentially also making it easier on fraudsters.”
Kline says merchants need “strong acuity” around understanding whether the identity in play is legitimate and whether the device being used is legitimate. And, being invisible to customers becomes paramount for maximizing conversion.