How do they benefit you?

Fraud reduction and guaranteed payment - introducing these services changes the transaction liability rules. Security similar to that offered by chip & PIN in a face-to-face environment guarantees payment for the most common types of cardholder dispute - whether or not the cardholder is registered.
Reduced costs and less hassle - chargebacks and dispute processing waste your time and cost you money. Verified by Visa and MasterCard SecureCode reduce disputed transactions, avoiding hassle and delivering real savings straight to your bottom line.
Opportunities for increased sales - according to Visa Europe research in Germany, Spain and the UK, the added security offered by Verified by Visa would encourage 84% of people who do not shop online to do so, and 71% of those who do shop online to do so more often.