Here is a quick checklist for you to go through and check how many of your users you are annoying with tedious registration and login processes.
Check the following transaction amounts:*
- Registration form loads vs. registrations/month
- Logins/month vs. failed logins/month per channel (web, mobile etc.)
- Password resets vs. the number of active users
- Customer service contact concerning login or credentials
* Some amount of form submits can be bots trying to brute force access to your site, but typically these add up to 30-50% of e.g. failed logins (if no means are implemented to block brute force attacks).
Analyse if you need to develop your customer on-boarding and login process:
- New account registrations do not correlate with the number of visitors
- This correlates with your conversion rates
- Pages with registration forms have a high bounce rate, they drive away your customers
- Your failed login amount is above 10 percent of successful one
- Password reset is above 5 percent of the amount of active users
- The number of customers that need to go through a process of resetting their password before logging in
- You might also want to check the correlation between initiated password resets to finished password resets
- Customer service contacts are high
- You can calculate further with an estimate of cost for each customer service contact/month (typically around 30€/contact)
Then, how to fix things?
By doing this you can increase your conversion rate, improve customer experience and serve customers with the increased level of personalization.