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Persistent login drives high conversion for retail apps

As part of our Mobile Payment Journey research, we've teamed up with global retail partners to provide more detailed tips on how to improve UX on mobile.

Poq's Co-founder and CCO Mike Hann explains how optimized login is key: 

Imagine if every time you wanted to binge on Netflix’s Peaky Blinders you were required to log in to your account. Or, just imagine during the rush of Amazon Prime Day; you have found an unbelievable deal for those Beats headphones you’ve always wanted but the app requires you to log in. By the time you type in your email, your password and product name into the search bar, they’re all sold out. Not cool.

We expect our user journeys to be quick, easy and efficient. A major part of achieving optimal efficiency is persistent login. Each time an app user returns to a favourite app, not requiring login details for each session will provide the user with satisfaction, not frustration. For retailers, persistent login holds even greater weight—user satisfaction leads to conversion. Poq evaluated 4.18m app sessions across retailers and found that on average, users who are kept logged into an app are 2.1x more likely to convert!

Shopping can often be an ‘at whim’ or emotional decision and providing persistent login reduces the amount of a time a user has to second guess the drive to shop. More importantly, users who remain logged in have their payment details and biometrics (Touch ID) saved. Thus, when the ultimate purchase decision dawns upon the shopper, he or she will again have less time to lament and abandon the shopping cart. Saved login and speedy payment processes ensure that impulse buying continues in-app.

Pay attention to security, but also keep things efficient for shoppers, like not requiring users to enter login details to use your app. Poq evaluated 4.18m app sessions across retailers and found that on average, users who are kept logged into an app are 2.1x more likely to convert.

By providing users with their expected, satisfying shopping experience, retailers have an app environment that will breed both engagement and conversion. The login process is the first gate users need to pass through, but once held open, retailers can utilise powerful personalisation features only possible on a mobile app.

Push notifications have a proven ability to boost ROI and provide retailers with potent outreach and segmentation capabilities. However, the data that drives push notification success is far richer when provided by persistently logged in users. The in-app actions of these users are consistently tracked and subsequently analysed for accurate data that fuels successfully personalised push notification campaigns, with 85% of push messages sent in 2017 being personalised, this data proves invaluable.

Likewise, retailers can utilise this robust user data to provide shoppers with suggested products that are precisely selected for their individual needs and preferences. According to  Salesforce, 62% of consumers expect to receive personalised offers or discounts based on previous purchases, while FreshRelevance found that personalised recommendations in product pages increased sales by 3.5% - making rich user data a necessity. 

Log in persistence and personalisation are no longer a luxury but a necessity in order to meet customer expectations. When it comes to saving login credentials on an app, both the retailer and the user win.

In this digital world where retailers are constantly competing for screen-time, personalisation is a key differentiator and ROI tool. Ultimately, this level of personalisation builds and nurtures the relationship between retailer and consumer, driving users to engage with the app and transforming them into brand ambassadors. That’s why the very best personalisation data comes from persistently logged in users.

Login persistence and personalisation are no longer a luxury but a necessity in order to meet customer expectations and succeed in app commerce. When it comes to saving login credentials on an app, both the retailer and the user win. Retailers will achieve increased revenue and users will experience a satisfying shopping experience. Keep everyone happy by keeping your users logged in.

Poq is a Software-as-a-Service company that empowers retailers to build their own apps on its easy to use platform. To learn more about the platform and to hear how Poq keeps your users logged in to drive incremental revenue, download the App Growth and Revenue report or contact us at https://poqcommerce.com/contact/

Clients that use the Poq platform include the UK’s largest brands and department store retailers such as Missguided, House of Fraser, Holland & Barrett and MADE.com.

Visit our new Mobile Payment Journey partner infographic

Written by:   ,  23 Aug 2018