Findings of the study commisioned by payment processor Chase Paymentech Europe Limited and carried out by UK research company Dynamic Markets, have revealed that 76 percent of e-commerce websites are unable to automatically advise consumers of the reason why their card was declined. Furthermore, according to the same research, consumers are not advised on the next steps involved to complete the transaction. As a consequence, customers abandon their online purchase, possibly never to return.
Moreover, the survey has discovered a noticeable difference between men and women’s reactions to having their card declined for no apparent reason. Thus, the most common reaction in the case of both genders was one of concern over fraud attacks (37 percent). Feelings of embarrassment, anger and frustration were particularly high among women, who were specifically concerned with overspending, the same study notes. Nevertheless, male respondents have shown themselves more open to continue shopping with the online merchant if the situation could be resolved and if they could be advised as to why their card had been declined.
The survey has also made a distinction in terms of consumer reaction regionally, pointing out that the West Midlands respondents stand out as a group of consumers with very strong feelings about having their card declined. As such, the latter experience much more negative reactions and are more likely to look unfavorably on the company selling the goods and services.
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