It was developed with the intention of improving the security of Internet payments and is offered to customers under the name Verified by Visa or MasterCard SecureCode.
The process includes an extra verification for customers during a checkout procedure. The advantage for online retailers is the reduction of "unauthorised transaction" chargebacks which can be costly. The disadvantage however is that many customers find the process a nuisance and it can create high bounce rates on your checkout process so we would suggest to only make the decision to include this if the chargebacks out-weigh the revenue loss.
Why not let Echo Media carry out some research on your users so that you can focus on your business. To discuss ways in which we can help please visit our Contact page.