Stay protected against chargebacks.

Chargebacks are a nuisance but here are some notes to reduce the stress and protect your business.

1. Always dispute chargebacks. Why? Many payment processors especially stripe will ban your account if you have too many chargebacks.
2. Check your processes and communication practices with your customers. More often than not chargebacks come not from fraud, but because someone couldn't find the cancel button, or they ordered and the details weren't clear/they didn't read. If either of these are the case then that is your fault, because it's easier for a customer to just click the fraud button on their credit card app, than navigate through a strategically or incidentally hard to cancel subscription on your website.
3. When fighting a charge back, I choose to reach out to the customer directly, by recorded phone call first and ask them about their experience with the product, purchase, and then the fact that they canceled. In that order so that they establish that they did in fact purchase. Because a dispute is usually if something was fraudulent, if they in fact purchased, and you acquire proof then the dispute is void, and they are now subject to your terms of service and refund policy. From there if I can I'll ask the customer to retract the dispute. Which usually works.
4. When it comes to submitting evidence for a dispute, you submit, thier receipt, your refund policy, your terms of service, and any other support that you have proving you fulfilled a legitimate sale. Including a link to the audio file of the phone call mentioned above if available.
5. Have features on your website such as two-step verification, social login, IP logging on transactions, confirmations for email, fraud alerts for cc and user account name mismatching, and avatars. The more profile data points that you have, the more likely that you will deter actual fraud, and also have enough information in the case of a lazy chargeback dispute.
6. Make sure that your terms of service are easy to find and clear.
7. Have a return/refund policy, they are needed in your dispute.

I hope this is helpful to someone.
This isn't legal advice. Read your processors dispute policies, and adjust yours.