Holiday shopping is upon us (actually, it started weeks ago), and e-commerce apps are depending on customers moving through shopping flows and completing sales. Marketing experts will tell you that “friction” is the enemy: stoplights in the process that slow down customer traffic and create frustration and abandonment.
While optimizing shopping flows is an important aspect of this process, the biggest hurdle is fraud prevention. Users find themselves constantly being stopped to log in with usernames and passwords, copy and paste SMS authentication codes, check emails for passcodes, click on each picture of an intersection, or type nearly impossible-to-see text in CAPTCHAs.
Authentication is a necessary hurdle to keep consumer information safe. This applies to more than just shopping, as financial services, medical and health, utility companies, and more collect identifying information. Keeping that data safe and preventing fraud is a priority. Users are constantly bombarded with tracking twenty-character passwords, multi-factor authentication steps, and accepting cookies.