Eliminating Passwords: The Impact on User Experience and Conversion Rates

Passwordless login is becoming a trend as it eliminates the need for users to remember their credentials or create a new account, making it a more convenient option. Adopting passwordless login can improve user experience and conversion rates.

Website login walls come with a significant interaction cost; users must remember their credentials (if they have an account) or take the time to create a new account. Usability tests have shown that many users are annoyed when they encounter a login wall. According to Ping Identity, 56 percent of US consumers have abandoned an online purchase because they found the registration and login process tedious.

Fortunately, passwordless login is becoming a trend today, with big name brands taking the lead and giving users the option to register and log in without a password. You might have heard the term "passkeys," as Apple, Google, and Microsoft have jointly announced their support.