Friction in the login process is causing significant distress to American consumers. According to a recent report from Frontegg, 87% of users have abandoned an account sign-up or purchase due to login difficulties, which highlights the delicate balance companies must strike between maintaining account security and delivering a seamless user experience. The top reasons for abandonment include password-related obstacles, with 42% of users ditching an online cart because they needed to reset a password to check out. This underscores the need for businesses to rethink their authentication practices, prioritizing ease and security. “Logins can be so inconvenient that they drive customers away,” the report states. This highlights the importance of creating a login process that is both secure and user-friendly.

• 87% of Americans have abandoned an account sign-up or purchase due to login difficulties.
• 42% of users have given up on a purchase because they needed to reset a password to check out.

The study also found that complex password requirements are a significant contributor to user frustration. Users who found password rules too long or complex were 46% more likely to give up on a purchase. This suggests that businesses should focus on creating password policies that are clear, concise, and easy to understand. One in five Americans has even been locked out of a paid subscription service due to login issues. This has serious implications for businesses, who may be losing significant revenue due to cumbersome authentication processes. Security practices also appear to be adding to user frustration. Despite their intention to protect, mandatory password resets may backfire, leading users to select weaker and more predictable passwords. The National Institute of Standards and Technology (NIST) now advises against forced password resets, which further emphasizes the need for businesses to rethink their security practices. The study also reveals that consumer habits vary widely when it comes to password management. While 39% of Americans use secure password managers, 16% still reuse the same password for most accounts. Gen Z leads in risky behavior, with 23% reusing passwords and 9% admitting to choosing simple, easy-to-remember passwords. The report indicates that users are ready for alternatives. Nearly half (49%) said they would prefer a passwordless login experience, and 19% would even pay a fee to eliminate passwords. Biometrics emerged as the most trusted authentication method, favored by 41% of respondents.

The study concludes that login friction is costing businesses more than they realize. More than half of Americans (52%) said they would consider switching to a competitor offering a simpler login experience. To remain competitive, Frontegg’s report suggests businesses rethink authentication by prioritizing seamless, secure, and low-friction login solutions.

“Businesses must find a balance between security and user experience. A seamless login process can be a game-changer in building customer loyalty and reducing abandonment rates.” – Frontegg

Fourteen percent of Americans frequently reset their passwords because they can’t remember them, treating them as temporary gatekeepers rather than secure credentials.

It’s clear that password fatigue is a significant issue, with 57% of respondents reporting they are overwhelmed by managing login credentials. Among baby boomers, that number rises to 69%. This suggests that businesses should consider providing password reset services or password managers to help alleviate this issue.

The report also highlights the importance of passwordless login experiences. This suggests that businesses should consider offering passwordless login options to improve the user experience.

Single sign-on (SSO) emerged as a preferred authentication method, favored by 12% of respondents. This suggests that businesses should consider implementing SSO to reduce friction and improve the user experience.

However, complex authentication systems like multi-factor authentication (MFA) also posed challenges, with 62% of respondents having been locked out due to these added layers. This highlights the need for businesses to balance security with ease and accessibility.

Banking and financial services were cited as having the most difficult login experiences, with 43% identifying them as the hardest to navigate. This suggests that businesses should consider simplifying their login processes to improve the user experience.

Consequences of Login Friction

• 87% of Americans have abandoned an account sign-up or purchase due to login difficulties.
• 42% of users have given up on a purchase because they needed to reset a password to check out.

1. Abandoned carts cost businesses an average of $85 per customer.
2. 13% of respondents said they walked away from orders worth $150 or more.

The study’s findings have significant implications for businesses. By prioritizing seamless, secure, and low-friction login solutions, businesses can improve customer loyalty and reduce abandonment rates. The study concludes that login friction is costing businesses more than they realize, and it’s time for businesses to rethink their authentication practices.

As one expert noted, “Businesses must find a balance between security and user experience.