It may appear to be a paradox but it seems that marketers have a better chance of getting to know their customers by not asking them who they are first, and customer-centricity doesn't always begin with gathering as much data as possible, according to research by Ping Identity, which found that increasingly lengthy and complex log-in processes and web forms are driving consumers away.

The study found that an overwhelming 80% of consumers had locked themselves out of websites because they couldn't remember their log-in details.

This is hardly surprising as nearly a quarter (24%) of respondents had log-ins for up to five websites, while an equal number juggled six to ten websites and almost a third (30%) face the logistical feat of remembering log-ins for between 11 and 20 websites.

As a result of 'password amnesia', nearly 50% of consumers have had to re-set a password, with more than one fifth (21%) having to do so on a regular basis.

The online frustration doesn't stop with passwords though. With 71%, the majority of people have abandoned a 'fill in your details' form. For 77% of these, entering the details into the form simply took too long, while 58% left the site because the form was too detailed.

More than half of respondents gave up on a website because the form demanded information they didn't have to hand, while almost a fifth were frustrated because the company didn't remember their details from their last interaction with them.

"With more than half of respondents logging into an online shopping site with a password up to five times a day, this login barrier could cost businesses dearly," said Andrew Hindle, director for Ping Identity. "That kills any loyalty you might have. If e-retailers lose a customer at that critical point in the sale, they are unlikely to return soon, if ever."

Therefore, Hindle warns, web site operators – and e-retailers in particular – must make their registration and payment processes as quick, easy, and seamless as possible, or risk customers going to competitors who do so.




More Info:


You may also like...

Keep Up To Date - Subscribe To Our Email Newsletter Today

Get the latest industry news direct to your inbox on all your devices.

We may use your information to send you details about goods and services which we feel may be of interest to you. We will process your data in accordance with our Privacy Policy as displayed on our parent website