# ASOS Optimizes Completion Rate, Ensures PSD2 Compliance

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**“**We have successfully partnered with Forter to reduce digital commerce fraud and abuse. Forter specializes in increasing conversion rates while complying with PSD2 — enabling us to reclaim revenue that would otherwise be lost to abandoned purchase processes.”

**- Morgan McAlinden-Wall,**  
**Fraud Prevention Manager, ASOS**

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# THE CHALLENGE

ASOS is a global fashion and beauty destination, bringing together nearly 900 brands and 70,000 products for fashion lovers in over 200 markets. As a company that does business in all countries in the European Economic Area (EEA), ASOS is required to comply with the EU’s Second Payment Services Directive (PSD2). To do so, ASOS had been sending 100% of digital commerce transactions to 3DS for Secure Consumer Authentication – a process that ultimately led to transactions being lost to abandonment or failure.

## THE SOLUTION

By partnering with Forter to implement fully automated decisioning, ASOS was able to pair its fraud team with Forter’s automation to create a more robust fraud-fighting experience and free up additional time for its team to dig into more complex issues and initiatives. With PSD2 and 3DS top of mind, Forter worked with ASOS to optimize its completion rate while ensuring PSD2 compliance.

Throughout the customer journey, ASOS is able to maximize exemptions by utilizing Forter to understand intent and predict the behavior of customers and issuers — increasing the likelihood that exemption requests will be approved. Forter can also recover a significant number of payments which initially fail by intelligently making a different recommendation on the next attempt. This has helped ASOS reduce friction for customers, reducing revenue loss and improving overall conversion rates.

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**THE RESULTS**

## 3DS

## Reduction

Reduced portion of transactions sent to 3DS for authentication by **83%**

## Customer

## Experience

Contained 3DS failure and abandonment to **3%**

Reduction in 3DS failure and abandonment reduced customer friction and led to increase in conversion rates

## PSD2

## Compliance

Implemented Forter’s 3DS recommendations to remain PSD2 compliant while taking advantage of relevant exemptions

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**“**
It’s been valuable for us to see how Forter’s machine learning links identities to known fraudsters who are masking their identity.”

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**- Morgan McAlinden-Wall,**  
**Fraud Prevention Manager, ASOS**

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## About Forter

Digital commerce is built on trust. Without trust, businesses are leaving millions of dollars on the table. At Forter, we know that building trust (and your bottom line) means more than just blocking fraud. It means protecting the entire customer journey — from account creation to checkout and returns. Forter makes the most accurate, real-time decisions about every digital interaction, powered by the largest network of online retailers. Our Trust Platform makes decisions on more than $300B in transactions annually for some of the world’s digital commerce leaders, such as Priceline, Nordstrom, eBay, HelloFresh, and more.