We have long believed that online shoppers are hesitant to compromise convenience for security, but recent surveys contradict that belief. Strong digital security and a satisfying user experience are increasingly viewed as being equally critical by consumers around the world, and many are prepared to stop using services that don't provide enough of both.
The article provides advice for security teams attempting to find the ideal balance between security and user experience via in-depth discussion of a few of those surveys.
Easy use is no longer sufficient
In a poll performed in 2022 by PYMNTS and Entersekt of 2,719 consumers, 83 percent of participants reported that security was “very” or “very” important in determining how much trust they had in financial service providers.
A focus on data security, which respondents to the survey said they believed was important, information about the security of transactions, the ability to approve transactions before they were processed, and the ability to log in using a method other than a password were among the factors that appealed to respondents' senses of security (44 percent ).
In the PYMNTS/Entersekt survey, 80 percent of participants reported that a positive user experience was also a significant component in their trust in their financial services, and 56 percent said that overall website quality was crucial.
Similar findings were observed in a different study of 3,400 consumers done in mid-2021 by Ping Identity and Wakefield Research in the US, UK, Australia, France, and Germany.
Despite the fact that 83% of respondents stated it was difficult to acquire answers, 72% of respondents indicated they wanted to know how their personal information was shared online. Accordingly, 63% of respondents stated they would prefer to use services that made it obvious how personal information was being used, and 20% said they would suggest such services to others.
What irritates customers
The Ping/Wakefield survey made it quite obvious what customers disliked about website and online service security.
The study discovered that “63 percent of consumers are likely to leave an online service for a competitor who makes it substantially easier to authenticate identification” and that “56 percent of online consumers have abandoned an online service when logging in was too bothersome.”
The survey's findings that “60% of consumers have gone as far as quitting an online service because of worries about how their information is used, including 46% who have done so many times, are perhaps the most noteworthy.” Among them, “Gen-Zers (80%) are twice as likely than Boomers (40%) to stop using an account owing to privacy concerns.”
How to enhance user experience while ensuring security
Fortunately, you no longer have to compromise user experience for security when building a website, app, or other online business. Both are now simple to accomplish, especially if you aim to use fewer passwords by incorporating current security innovations like single sign-on, multi-factor authentication, and biometric verification.
These fundamental guidelines for a secure user experience that is simple and enjoyable to use are frequently stressed by user experience specialists like Alex Hewko and Mike Maass:
- Simplicity: The visitor shouldn't be bombarded with warnings and error notifications on the login screen.
In 2012, Maass stated in UX Mag, “Provide everything your consumer needs and nothing more.” “Additional information should be revealed gradually, being careful not to overwhelm the user.”
- Clarity: Clearly state the purpose of any directives given to users.
For instance, it is important to be clear about the requirements for passwords and the justification for them.
Hewko posted on the Software Secured website in September 2021, “Make it obvious to the user what data is necessary and where it will be used.” Users will be able to intuitively utilize the application in the correct way because of clearly stated options, understandable password requirements, and simple navigation (on web, mobile, and tablet) via the application.
- Trust: Don't treat consumers like children and let them realize they are capable of making wise decisions on their own behalf.
Hewko noted, “A key step in minimizing spoofing and malicious phishing can be having a unique UX in every application with a well-established, identifiable sense of brand identity.
S: scmagazine.com
