🔓 How to decrease abandoned carts by improving the simplicity and security of your user login process.
When consumers create e-commerce accounts, retailers can use their purchasing history to offer a more personalized shopping experience, which can boost retail conversion rates by up to 15%. However, it is tough for retailers to convince people to actually sign up — case in point, a 2021 DMI survey found that 24% of U.S. shoppers abandoned an order just because they were asked to make an account.
We surveyed over 8,000 consumers across six global markets (the UK, France, Germany, Australia, Singapore, and Japan) to learn about the login experience they preferred and discovered widespread frustration with standard username/password (UP) login methods and businesses that fail to meet their ease-of-login expectations.
Our survey found five problems that stop consumers from signing up for an online account:
- Completing long login or sign-up forms (49%)
- Meeting minimum password requirements (47%)
- Entering private information (46%)
- Creating a new ID and password for every app or online service (43%)
- Verifying their account with one-time passwords (OTP) (23%)
Such frustrations lead to some of the worst security hygiene offenses, in particular, reuse of passwords across multiple accounts. Our survey found that 85% of international consumers reuse passwords, with 41% of them doing so “frequently or all the time” and 29% “sometimes”.
We asked consumers about the kind of login experience that would increase their chances of signing up for an account and found that adding certain authentication features would actually encourage them to do so. Our survey results indicated that, when available, consumers are more likely to complete the signup process if given more secure and easy-to-use login experiences.
Below are four authentication tools that can improve your retail conversion rate by creating a more streamlined, secure login experience that satisfies users.