How to increase conversions, engagement, and loyalty by reducing friction

Research from the FIDO Alliance found that consumer frustrations with authentication lead to significant losses for online retailers. Based on a survey of 1,000 consumers, the study revealed that 58% of consumers have abandoned carts and stopped their purchases due to difficulty signing in.

Beyond reducing cart abandonment, making it easy for users to sign in has another important benefit: it helps retailers acquire first-party data, which is more important than ever in today’s privacy-conscious — and increasingly cookie-free — age.

So, how can retailers reduce friction for returning users?


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