• Entrepreneurship

Online Merchants Are Losing Significant Revenue With This Billing Mistake

by Swati Gupta

October 23, 2023 41

In the rapidly evolving landscape of e-commerce, a subtle yet crucial aspect that is often overlooked by online merchants is the billing descriptor — the line-item text that appears on your debit or credit card statement, providing a glimpse of the transaction’s origin. It serves as a digital fingerprint for businesses, allowing banks and customers to recognize the nature of transactions. But here’s the catch: If billing descriptors are confusing or unclear, they can lead to chargebacks, reputational damage, and ultimately, lost revenue.

The Significance of Billing Descriptors

Billing descriptors are more than just text on a statement; they are digital identifiers for businesses. These identifiers help financial institutions and consumers distinguish between various transactions and recognize the company behind the charge.

However, the problem lies in the widespread prevalence of inaccurate, confusing, or unclear billing descriptors. According to the 2023 Chargeback Field Report, a staggering one-third of cardholders reported frequently encountering confusing or unrecognizable billing descriptors on their bank statements. What’s more concerning is that nearly three-quarters of merchant respondents didn’t even know what their billing descriptor looked like, indicating that the issue of billing descriptor misidentification isn’t receiving the attention it deserves.

The Cost of Bad Billing Descriptors

The impact of billing descriptors goes beyond mere identification. It directly influences how customers perceive their credit card statements and, consequently, the trust and satisfaction they have with a business. Poorly worded or confusing billing descriptors can lead to significant problems for online merchants, including:

1. Customer Confusion: An unclear or vague billing descriptor can leave customers baffled. If they can’t identify the source of a transaction, they may struggle to connect it to their online purchase, resulting in frustration and confusion.
2. Chargebacks & Disputes: When customers don’t recognize a transaction, their immediate assumption is often fraud. As a result, they dispute the charge, leading to chargebacks for the merchant. These chargebacks not only mean a loss of revenue from the transaction but also additional fees.
3. Damage to Reputation: Persistent issues with billing descriptors can tarnish a company’s reputation. When customers repeatedly face confusion regarding their billing, it can lead to a negative impression of the business, potentially resulting in lost future sales.

The scale of this issue can vary, with smaller businesses that have a consistent client base managing it more easily. However, for larger enterprises, especially those engaged in a high volume of online sales or offering a wide array of products and services, the problem can quickly become substantial.

Why Online Merchants Need to Act

Shockingly, around 27% of the merchants surveyed in the Chargeback Field Report admitted to having no idea where their billing descriptor could be found. An even more alarming 47% confessed that they had never bothered to check their descriptor. These statistics underscore the ease with which merchants can address this problem, protecting their revenue and reputation in the process.

Maintaining a chargeback rate below the thresholds set by major credit card companies like Visa and Mastercard is essential for online merchants. Failure to do so can lead to higher fees and penalties associated with a “high-risk” merchant status. This is where billing descriptors become a critical part of the equation.

A significant portion of customer queries starts with cardholders unable to identify a charge on their monthly bill. Fearing fraudulent activity, they often reach out to their bank, which frequently results in a chargeback, despite the transaction being entirely valid.

Billing descriptors that are ambiguous or seemingly unrelated are at the root of numerous transaction disputes. In the same survey, one-third of cardholders reported encountering perplexing or unrecognizable billing descriptors “Somewhat Often” or “Very Often.” Only a small minority (6% of consumers) claimed they had never faced this issue.

Dynamic Billing Descriptors as the Solution

The solution to this problem lies in adopting dynamic billing descriptors or making descriptors more immediately identifiable. This small but impactful step can significantly influence an online merchant’s chargeback ratio. Dynamic billing descriptors offer several benefits, including:

1. Reduction in Chargebacks: A clear and recognizable descriptor significantly reduces the occurrence of chargebacks. Customers can quickly identify their purchases when specific information about each transaction, such as the product purchased or service rendered, is provided. This leads to fewer disputes and chargebacks.
2. Improved Customer Experience: Clear billing descriptors enhance the customer experience. Detailed transaction information increases transparency and trust between the customer and the merchant, eliminating confusion and ensuring customers fully understand their purchases.
3. Greater Flexibility: Dynamic billing descriptors offer more flexibility. Merchants can customize the descriptor for each transaction, making it more descriptive and recognizable to customers. For example, different services within a multi-service business could have unique descriptors.
4. Enhanced Brand Recognition: Billing descriptors can also serve as a tool for enhancing brand recognition. By incorporating a business name or specific product details into the descriptor, merchants can make their brand more recognizable to customers.
5. Fewer Customer Service Queries: Clear and detailed transaction information provided by good descriptors can help reduce the volume of customer service inquiries related to unrecognized charges. This, in turn, frees up resources to handle other aspects of customer service.

In conclusion, examining and optimizing billing descriptors is a strategic decision that online merchants can’t afford to overlook. It not only enhances operations and customer satisfaction but can also prevent considerable revenue loss. In an era where customer trust and transparency are paramount, a clear billing descriptor can make all the difference in maintaining a positive customer relationship and a thriving e-commerce business.