5 steps to increase your checkout conversions
A reduction in Interchange fees is almost always a reason for merchants to break out the champagne. Interchange rates
This post is designed to give you an overview of the information needed to consider how the changes may benefit your business.
The CBDIP enables cross border acquirers with regulated entity and operations to offer merchants an Interchange fee of 0.2% for Visa debit cards and 0.3% for Visa credit cards for domestic transactions.
On the surface, this sounds like great news as it significantly undercuts many current domestic MSCs (Merchant Service Commissions).
However, there are several steps that need to be taken in order to qualify for the CBDIP.
First, merchants must register to the program, and need to process payments with a cross border acquirer that has the following in place:
At this point, it is crucial to be aware of the fact that the conversion impact of implementing these security measures (particularly 3D Secure) in order to join the CBDIP may outweigh the benefits of a lower Interchange for some merchants.
Since this is really a case-by-case situation, below we give a brief analysis of how these security measures and other factors may affect CNP and POS transactions against the benefits of using the CBDIP rates.
There are a number of factors that merchants need to keep in mind for card not present transactions, but two of the most important are 3D Secure and MSCs.
In markets such as the UK, where 3D Secure is widely recognized by shoppers and 3D Secure implementation has an overall positive impact on conversion (please note however that the positive impact is not applicable for every merchant or every card type in the market), the benefits of the lower Interchange are likely to be interesting to merchants.
However, in markets such as Germany, where implementing 3D Secure can be a conversion killer, the advantage of low Interchange rates might not be as apparent.
With this in mind, one potential solution is to implement a dynamic approach to 3D Secure.
Merchants with an entity in high credit card Interchange countries such as the United Kingdom, Germany, Portugal, and Sweden will benefit most from the CBDIP.
However, in parallel to the CBDIP rollout, local acquirers in some markets are now considering or about to implement similar programs.
For example, on January 1st 2015, Germany will launch a "Secure Interchange++ Fee" with an Interchange rate of 0.40% for credit cards and debit cards, and the same security requirements as CBDIP.
The UK has also recently notified of changes to the consumer debit card rates from March 1st 2015, changing from a fixed rate of £0.10 to something more closely aligned to CBDIP:
While the benefits of the CBDIP for CNP transactions are mixed, for POS transactions they are much clearer.
This is because in Europe, POS payments are already EMV compliant, the process does not impact conversion rates, and there is no extra investment necessary from a security perspective in order to comply with the requirements for CBDIP.
All retailers should be asking questions of their acquirer in how they can support them in moving to the new CBDIP regime.
Based on the current situation, the potential benefits of the CBDIP appear to be most interesting for merchants that have two or more of the following:
Finally, it should also be mentioned that negotiations between the EU and card schemes in Europe are slowly resulting in a reduction of Interchange rates and merchant fees, which (for most) will actually be only effective at the end of 2016.
There are a number of advantages to partnering with Adyen when looking at Interchange rates.
Adyen already has a European Cross Border Domestic license, an Interchange++ pricing, and can identify transactions with a Single Merchant Identifier, meaning no last minute need to restructure pricing or contracts, or implement new developments to our platform.
Adyen has all the functionality in place to implement Dynamic 3D Secure and maximize conversion through applying 3D Secure according to specific transaction segments.
The Adyen platform can dynamically route transactions per card type to the optimized acquirer setting, to benefit from the best available Interchange rates.
Adyen’s omnichannel solution means that merchants can optimize their settings to take advantage of CBDIP across online and at the point of sale.
Finally, Adyen is signed up for the CBDIP program and therefore able to sign up merchants on to the new Interchange as of October 21st, 2014.
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