So you’ve got your Value Proposition honed like a Puukko knife and your landing page is optimized for a smooth, anxiety-free glide to the checkout.
Now comes the scary part. The leap of faith that you, the “customer not present,” his bank, the card processing company, and your bank all have to take together to finish the transaction.
If you’re the proprietor of Android’s Dungeon & Baseball Card Shop.com, how do you know it’s Rod Flanders buying all those Itchy and Scratchy comics and not Bart?
In the current economy, wouldn’t it be nice to feel confident you’re going to get paid?
And what about everyone else (mentioned above) who gets a taste? Of course they should be paid fairly for services rendered, but how can you avoid paying the excessive fees that eat away your net returns?
You may want to check in with our friend Scott Adams of The Direct Response Forum, a non-profit trade association that helps companies navigate the vast gray area between their checkout pages and their bank accounts. The DRF is holding its 19th forum in San Diego, Aug. 11-13, focusing on the latest ways to save money and avoid being ripped off in that gray area.
Topics will include basic training in credit card processing, chargebacks, and recurring charges. And panel discussions between merchants, card companies, and service providers will cover best practices, regulations, and security.
Let’s see: Potentially saving thousands of e-commerce dollars. San Diego in August (or whenever, really). Throw in a carnitas burrito from Taco Express, and it could be the best business trip you take all summer.
