Arduous or prolonged processes to get registered, logged in or have your identity re-verified may lead to frustrated users: survey
Cart abandonment has been a highly-studied aspect of e-shopper behavior. The latest survey on this topic has found that 55% of respondent consumers in the Asia Pacific region (APAC) were frustrated by long login and sign-up forms, compared to 49% globally.
Also, 34% of APAC businesses in the survey estimated that it takes potential customers between 1 and 5 minutes to sign up for their app, and 24% had indicated that the login process for returning customers takes more than one minute.
The survey involved more than 1,200 business leaders and 8,000 consumers and 1,200 IT and marketing decision makers across the UK, France, Germany, Australia, Singapore, and Japan about their expectations for login and sign-up experiences for the period between 23 February and 1 March 2021.
Here are some of the other findings by Auth0, which commissioned the research:
- 87% of APAC organizations in the survey cited that potential customers abandoned their cart or sign-up process, compared to 85% globally. Some 63% attributed these abandonments to sign-up processes and 51% attributed them to the login processes.
- Among in the APAC respondents who were consumers, 84% indicated that they abandoned their shopping cart or registration attempt due to a complex login process.
- Around the world, Australians (86%), together with Singaporeans (89%), French (86%), and British (85%) consumers were more likely than those living in Germany (78%) and Japan (76%) to abandon their cart or sign up to online content if the login process was too arduous.
- APAC organizations in the survey were much more likely than their European counterparts to attribute cart abandonment to sign-up processes (Australian 66%, Japanese 63%, and Singaporean 60%, compared to French 49%, British 46%, and German 41%).
E-commerce and other online services experiencing password-related cart abandonment can consider alternative forms of sign-on such as biometrics or passwordless authentication.