High expectations, low friction.
Organizations increasingly understand the cost of poor identity UI and how sign-up frustration can bleed into overall user experience (UX) of their site. User tolerance for frustration and unhappiness only goes as far as the potential benefit users can see.
An Okta study found that 58% of marketing leaders, whose businesses require consumers to login/sign-up to use their services, believed their sign-up processes led to a higher likelihood of cart abandonment — a finding echoed by the very consumers they are trying to engage.
The strongest evidence comes from a 2018 McKinsey report, which benchmarked companies by their design finesse and then measured their financial performance. Businesses ranked within the top quartile for design outperformed the market at twice the rate as their industry rivals.
Your customers’ digital experiences don’t stop at the moment of login. Progressive profiling allows you to understand your customer over time, but in addition to logic-based respect, digital means you have a technical opportunity to make a good impression through fast loading times and technical ease of use.
"Providing a high quality digital customer experience shows that a company has invested the time and effort into truly understanding their customers. Customers who feel understood repay that effort with trust and loyalty," said Carleen Nikzi, Senior Technical Program Manager at Okta.
Your customers may not know about Schneiderman’s Eight Golden Rules of Interface Design, but 75% of them will make a judgment about your website's credibility based primarily on how it looks. UX determines whether someone will make a repeat visit on both mobile and desktop. It’s vital you get it right.
Today, you can open a bank account or trade stocks without having to leave the house or even speak to another person. UX-enhancing features like social login are everywhere, and organizations increasingly treat design as an extension of their marketing efforts.
But most of all, we understand the link between overcomplicated signup processes and lower conversion rates. One of the most notable examples of this relationship dates back to 2010, when Expedia boosted revenues by $12m by removing a single field from its sign-up forms.
