How to help customers enter correct Billing Address?

VintageWineGuyVintageWineGuy Member Posts: 120 ✭

Hello, I have about 3-5% of my eCom transactions fail because of address issues (I am LS Omni, and LS Payments). I have tried several things to minimize the impact of this:

  • I moved to one step checkout so people can see their billing info and CC info on the same page. The multi-step checkouts are terrible for this as the customer cannot see their address at the same time as the CC, and once get to the CC page, they just get a "Fraud detected" warning with no explanation. My failure rate on those checkouts was probably higher than 10%.
  • I have used the automated payment reminder emails to prompt them to correct their address. However, per a previous support conversation, the customer actually needs to CANCEL the order - they can't rerun it once the CC has been declined for address issues.
  • Incorrect address issues often get saved to their profile, and they reoccur even if the customer fixes them in an a transaction

What can I do the help customers enter their address correctly? I get it, people should know their address. But people enter things like "Str" for street, they skip a space so it's 123Address, they put extra notes like "Bob Smith c/o John Smith" and the ONLY message and feedback they get from lightspeed is "Fraud detected".

Is there a way to change the message to provide more details? Is there a way to highlight the fields that caused the error (sometimes in the CC sometimes in the Address)? Is their a way for the customer to fix it without having to cancel the order (which about half of the people who have a failure do not).

This is just super painful to watch happen as it is a direct revenue impact that hits me after we made the sale. I am sure others have similar issues - is there any best practice or enhancements that can help this?

Answers

  • tpbolatpbola Member Posts: 15 ✭

    I'm working through some similar issues. Our third party delivery service accepts some address errors from the LS API and rejects others🙄

    I agree with the one step checkout, we did the same but your right, their ability to go back and change it is not clear. We use Stripe, and I'm not advocating for it over LS Payments, but we were able to edit the error message for address mismatch to be more helpful. Perhaps LS Pay has a way to edit the error message as well. I'd open a ticket if you haven't already.

  • VintageWineGuyVintageWineGuy Member Posts: 120 ✭

    I just lost another sale - $54.89 - because of this issue with the cart.

  • AzTAzT Member Posts: 56 ✭

    Multistep checkout really needs to say "Billing Adress" at the top of the page

  • gregaricangregarican Member Posts: 683 

    If you had control over the e-com framework you could just pull in a Javascript library to perform address validation. Something like this --> https://www.address-validator.net/api.html. That way any invalid addresses would kick back before it came time to complete the sale.

    Frankly it does sound like sub-par web design in that the canned Lightspeed E-Com themes don't perform field validation, highlight incorrect fields, and provide more descriptive validation failure messages. Much less allow an edit --> resubmit. That's pretty much all Web 101 for e-commerce...

  • eosdeosd Member Posts: 5

    I'm having the same issue. We just migrated to ecom a few months ago and we have (in my opinion) a large amount of "Awaiting Payments". We rarely had this issue with our old system and it didn't clog up the order processing flow. You didn't have an order until payment was completed. Orders that didn't complete the payment process were marked separately as incomplete and we could follow those up. This usually is an issue with an address mismatch, sometimes a CVV mismatch. As mentioned earlier in this thread, we use one step checkout since in theory, they can see the address but people seem to ignore it. We tried the other checkout types but they all perform about the same. We also use the automated payment notification and we created a FAQ to send to customers describing step by step how to fix the address and it sometimes works :-)

    We have also added some text reminding customers to check their billing address. We added a comment on the shopping basket, and used the translation feature to change "Billing Address" to "Billing Address on file with card issuer" and "Payment" to "Payment (billing address must match address on file with your card issuer)". Seems like overkill but we've got to stop this.

    The solution to me is:

    1) Don't create the order until it's paid. I don't know of any consumer facing system that splits an order and an invoice so even though there is a message showing the transaction is declined, they get an order confirmation that usually means the order is complete. I guess I can turn off the order notification, but this also turns off the BCC to fulfillment.

    2) Don't show incomplete orders as orders for fulfillment. We don't fulfill until the order is paid but it's easy to miss. We print pack slips for fulfillment and need to make sure we don't print the PS (or hold it). Takes extra time.

    3) Make sure the customer must take an action if the card is declined, like click "OK" or something. In my testing it seemed easy to miss the message.

    I'm happy to share more details if someone wants. We just "enhanced" the text to make it more explicit so no real experience yet.

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