Companies could find that their internet marketing efforts are hampered by their failure to highlight online card verification schemes to their customers.

This is the view of Graham Charlton, senior reporter at Econsultancy, who claimed that online schemes such as Verified by Visa can cause customers to abandon their shopping if they do not understand them or they experience difficulties.

In a post on the Econsultancy blog, he said some e-commerce firms have seen their conversion rates fall following the introduction of Verified by Visa, MasterCard SecureCode and other schemes.

Yet with online fraud an ever-present concern for online shoppers, such security measures are becoming the norm across the internet.

Mr Charlton said the key to maintaining healthy conversion rates after adopting a verification scheme is to make customers aware of what they can expect after the checkout.

This may prevent them from logging out of the site in frustration without completing their purchase.

According to the latest figures from the IMRG Capgemini e-Retail Sales Index, online sales were up by 14 per cent in April compared to the same month last year.

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