ProofID has acquired Regatta – 
Chief Marketing Officers (CMOs) could be forgiven for thinking the online registration process has little impact on the overall customer experience (CX). However, this step is typically the pivotal point in the early customer journey and often one of the biggest stages of abandonment.
The registration process is normally the first time a potential customer has to commit to sharing details. If the process is convoluted, untrustworthy or generally clunky, it can easily deter buyers from continuing, while at the same time create a negative brand impression.
Surprisingly, the registration experience is rarely put to the test with any rigour, when compared with other elements of overall CX design. Yet, 56% of consumers say they’ve abandoned an online service because of a login process that they’ve found too frustrating to complete – according to research from Ping Identity. This equally applies to loyal customers who want and expect a personalised buying journey: 32% of customers will abandon a favourite brand after just one bad experience.
There’s no doubt that a cumbersome registration process has become one of the biggest factors driving high abandonment rates during the customer journey. In this blog, we’ll look at how to identify opportunities to improve registration. We’ll also explore what CMOs and CX professionals can do to ensure it doesn’t kill their customer experience, before it’s really begun.
56%
consumers say they’ve abandoned an online service because of a login process that they’ve found too frustrating
32%
of customers will abandon a favourite brand after just one bad experience