Account and password frustrations prompt two-thirds of shoppers to abandon their cart

Wide-ranging survey conducted for Beyond Identity explores the “annoying” nature of online login and registration processes as well as highlighting poor password security practices 

Retailers could be shutting down huge revenue streams due to poor shopping sign-up processes, a study from the passwordless multi-factor authentication (MFA) provider Beyond Identity has revealed. 

A survey of more than 1,000 people in the UK found that 62% of respondents have abandoned a shopping cart if they are required to create an account. 

The results show that bad experiences at checkout do not just cost retailers a single sale but could erode customer loyalty. After abandoning a cart, 83% of British people would seek a competitor’s services, 76% would be reluctant to visit the same retail website again and 58% would have a negative perception of the brand. 

British respondents were asked to select three of the most “annoying” parts of online login and registration. One-third (38%) of respondents said forgetting passwords annoyed them the most, 39% said password that had specific requirements (length, special characters, etc.) and a further 38% said CAPTCHA tests were the most irritating part of logins. A further 27% said security questions were annoying and 20% said the same about MFA. 

Respondents were also asked about what stopped them completing a purchase. One third (32%) blamed “fatigue from constantly creating online accounts”, whilst 41% reported abandoning a cart because they had forgotten a password and 30% said over-complex password creation requirements were deal-breakers at the checkout. 

One quarter (25%) said passing a CAPTCHA test stopped them finishing a purchase, whilst 15% blamed MFA. 

Tom “TJ” Jermoluk, CEO of Beyond Identity, said: “We’ve all experienced the frustration of forgetting our passwords. Now it’s time to forget the password altogether because the results of this survey show they are becoming a liability.” 

“The online retail space is hugely competitive, so brands should be very nervous to hear that problems with passwords, account sign-ups and online registration can drive customers to abandon their carts or seek a competitor’s services. 

Retailers can’t afford to lose customers, so it’s time for them to lose passwords and give their users a secure and seamless experience.” 

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