71% of consumers have abandoned online shopping due to complicated web forms: new study
A new study has revealed the extent to which lengthy and complex log-in processes and web forms are driving consumers away from websites.
Research commissioned by identity security specialist Ping Identity found that 80% of consumers had locked themselves out of websites because they could not remember their log-in details.
With nearly a quarter (24%) of respondents saying they had log-ins for up to five websites, an equal number juggled six to ten websites while almost a third (30%) face the logistical feat of remembering log-ins for between 11 and 20 websites. As a result of this ‘password amnesia’, nearly 50% of respondents said they had to re-set a password, with over a fifth (21%) having to do so on a regular basis.
The study also found that 71% of consumers surveyed had abandoned a ‘fill in your details’ form. For 77% of those, entering the details into the form took too long, while 58% left the site because the form was too detailed. Over half of respondents admitted to giving up on a website because the form demanded information they did not have to hand, while almost a fifth were frustrated because the company did not remember their details from their last interaction with them.
Andrew Hindle, director at Ping Identity, said: “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.
“E-tailers need to make the registration and payment process as seamless as possible for customers – or risk that they will take their custom elsewhere. By deploying systems that centre on a prospective customer’s identity and recognise returning customers to give them quick and easy access, e-tailers can avoid the mass exodus and allow both their businesses and their customers to truly reap the benefits of the web.”
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