Capitalizing on User Experience: How Amazon Nailed the Password Reset to Increase Purchase Behavior

user experience

It seems like absolutely everywhere you go on the internet now requires that you create an account and forces you to login to utilize that particular service or content. If you’re like me, or you work in the technology field and manage copious amounts of software tools, keeping up with dozens of passwords is a frustrating task. I have yet to find a solution that I am 100% sold on that isn’t a pen and a notebook. Sure, I could use a service like LastPass, but then you have to ask yourself: what if (more like when) they get hacked? Then my entire life is in shambles. From credit cards, to health providers, to tax return information – it could be turned upside down by some guy with a computer hundreds of thousands of miles away.

Rather than entrusting a SaaS provider with my most precious login information, I usually resort to simply resetting my password after 3 attempts. This is usually a frustrating and tedious process which leads me to give up half the time if there are too many steps involved. It’s a true deterrent and acts as a barrier for a customers trying to complete a task – such as an online purchase. I know there are likely much better ways to approach this, but I stopped looking since Amazon (and in this case, their specific product Audible) makes this process so easy.

In only three steps, you can sign into your Audible account without remembering your password.

The biggest advantage that singing in with a temporary code brings is that you do not have to reset a new password. If you’re anything like me – jumping between my work laptop, my personal laptop, and my phone, continually resetting passwords can create unnecessary friction in not just your personal day, but your workday. There is nothing more frustrating than getting excited about a new book someone told me about, going to purchase it on my mobile device, and then being blocked by not remembering what password I set it to this last time I forgot it. Of all the things I should be spending my time worrying about, this is not one of them. What this often leads to is abandoned shopping carts and missed business opportunities.

Now put this into context: one of the largest retailers in the world with a stronghold on a variety of industries has successfully implemented a frictionless forgotten password solution. Perhaps it is because they recognize the important of user experience and removing the barriers to purchase products from their platforms and services. The online user experience can make or break a brand, so isn’t it time more companies started investing in the online user experience, not just the product?

Things I’ve abandoned online due to poor user experience:

  • Purchasing a product from a retailer that forces me to create a login – forget it!
  • Job applications – Enterprise systems that are so old-school they don’t offer a one-click apply or single sign on from LinkedIn
  • Scheduling a doctor’s appointment – They ask for way too much information before granting me an appointment. If there is one industry that needs the most help with creating useful, successful online marketing tactics – it’s this one

How much opportunity is your business missing out on due to poor user experience?

Break down the barriers. Invest in high-quality design, product and development teams. Provide a better user experience. See an increase in revenue. It’s just that simple.

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