I'm not sure '40% higher conversion rates' means anything pertinent. If it directly correlates to a company's revenue, this is fantastic. However, if it also contributes to a higher fraudulent payment rate (say we are funding loans, or performing a transaction where payment fraud tends to be higher), it must be taken into consideration and weigh how much the company will pay for each individual customer support case versus revenue accrued from each conversion.
That aside, customer data here is not only used for simply 'making the payment' as the writer says. This is a huge over-simplification of the problem, the payment gateway for the transaction to detect AVS and CVV is a /last ditch effort/ to catch fraud. The other fields could be used for other services that detect fraud such as ID Analytics, Experian, etc. and ultimately help mitigate credit and fraud risk for the company.
That aside, customer data here is not only used for simply 'making the payment' as the writer says. This is a huge over-simplification of the problem, the payment gateway for the transaction to detect AVS and CVV is a /last ditch effort/ to catch fraud. The other fields could be used for other services that detect fraud such as ID Analytics, Experian, etc. and ultimately help mitigate credit and fraud risk for the company.