When Checkout Feels Like a Challenge, Customers Leave

INSIGHT When Checkout Feels Like a Challenge, Customers Leave

CAPTCHA was built to stop bots, but it stops customers too

1. Battling the Bots


2. CAPTCHA interrupts the sale


3. The Juggling Act


4. The Cost of Doing Nothing


5. No Puzzle. Just a Sale.



Explore how Visa Payment Passkeys help merchants authenticate customers at checkout without the friction

Read our research paper to learn more
¹ Arkose Labs, Breaking Bad Bots Report, H1 2023
² Stanford University, Bursztein et al., "How Good are Humans at Solving CAPTCHAs? A Large Scale Evaluation”
³ https://baymard.com/blog/captchas-in-checkout
⁴ Peakhour, The Negative Impact of Visible CAPTCHAs on Bounce Rates and Conversions
⁵ GlobalData, 2024 Financial Services Consumer Survey