However, times have changed. Integrated CIAM solutions have now developed to the point where they are far more low-code than their predecessors. That makes them much easier to configure, implement and modify, without the need to spend lots of time and resources integrating through custom code.
As a result, in-depth analytics of the registration stage is now far easier to implement, and the inputs and outputs of each user can be reconciled with the rest of their buying journey. This complete view can be collated in dashboards, so that CMOs and CX managers can now see the entire user process end-to-end, and understand exactly where they’re dropping out and why.
For example, the analytics tooling might uncover the fact that users in Florida are taking much longer to complete the registration process, which allows you to discover that the recognition of their state’s driving licence isn’t working properly. Or it might uncover that there is an unusually high cart abandonment rate among iPhone users, which can lead you to find that some of the information on the form hasn’t been translated correctly. These are just two of the examples of the issues that CIAM analytics can identify within registration processes.
Using analytics can also expedite the act of resolving those issues. Actionable insights mean that it’s possible to run A/B testing of different resolutions and draw meaningful data on the best solution, so that only the most effective ones are implemented.