Current security challenges are forcing developers to implement increasing amounts of security measures to provide safe environments for customers on online sites. Adding security measures such as MFA, 2FA, and even reCAPTCHA to increase security can have a negative impact on customer loyalty. How do you ensure fraud is not committed while also making it easy for the customer to use the site or buy a product?
The consumer can be the weakest link and as we try to save them from harm, we can end up making their journey bumpy and prolonged. This can result in cart abandonment and a drop in sales when the added security creates friction when customers shop and check out. Finding the perfect equilibrium where security meets a frictionless journey is a puzzle and one must be solved to make sure we don’t decrease security levels or have high abandonment rates. In trying to solve this puzzle, businesses may look to several solutions to secure all parts of their site. Many turn to spreading out security but that may not be the best approach.
Centralizing security is the solution.
Centralizing security means having one solution which allows normal customer activity by creating a trust score for all individual users online. It uses AI to detect and identify fraud. The centralization means that, for users with noble intent, there are no security measures because they are pre-approved. AI machine learning tells us who they are and that we don’t need to bother them. When fraud is detected by the AI, there is an instant security forcefield which disallows all further activity on the site.
The screening process builds a trust and a risk score. Scores are not stagnant and increase if there’s a possibility of fraud; they are measured in real-time and throughout the journey. This provides the level of security the customers need and, in return, encourages them to buy and saves them from fraud.
Centralizing is done with ReTrust which utilizes IBM’s Trusteer in an as-a-service model. Security is easily added to the application. From there, all customers are screened and evaluated. Returning customers are recognized and easily cleared. Fraudsters have a hard time committing fraud on a site that is protected by ReTrust.
Visit our website to learn more about what ReTrust can do to protect your customers.