A study has found that consumers are leaving websites due to forgetting log-in details and finding web forms too long and complicated.
A survey commissioned by secure cloud identity management, Ping Identity, has revealed that complex log-in processes and multiple passwords are driving consumers away from websites.
The study revealed that 80% of consumers had locked themselves out of websites because they couldn’t remember their log-in details. This may be due to the fact that almost a quarter (24%) of consumers had log-ins for up to five websites, 24% had to remember log-ins for six to websites and 30% were faced with remembering passwords for between 11 and 20 websites. Nearly 50% of consumers have had to reset a password at least once, with 21% having to do this on a regular basis.
Remembering log-in details are not the only frustration among consumers, as 71% have chose to abandon a ‘fill in your details’ form. For 77% of these consumers, the process of entering all of their details would take too much time, while 58% abandoned the website as they found the form to be too detailed. Almost a fifth of consumers were frustrated that the website didn’t remember their details from the last time they entered them and over half left a website because the form required information that they didn’t have to hand.
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.
"By deploying systems that center 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."