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susanna - again, processors and sponsors alike (folks with volumes of data) will tell you that a majority of chargebacks are realated to webmaster and consumer fraud.
The biggest TRUE problem (that we can no solve) is the chargeback policy and procedures of the card associations. Unfortunately we have no control of that and can only work in our sphere of influence.
Playing the numbers game, you go with what proves to have less chargebacks. Those are, pay-for add ons (not freebies), no free trials, and a lower monthly price point.
I don't own or operate paysites, but I know that there is 24 / 7 customer service, online help desk, LOADS of content, and proper disclosure at all points for surfers experience at Global InterMedia's paysites. There isn't a whole lot more you can do than that.
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