For many businesses, it’s tempting to collect as much information as they can about users and customers. This is because businesses can benefit from the generated insights about customers based on their personal details. There are also specific needs, such as user verification, that makes user data valuable.
Blindly asking for – and storing – user details, however, is no longer the approach to take in today’s market. Customers are more aware of online privacy and the importance of keeping their data safe, and extensive sign-up or checkout forms that ask for too much information are far less effective today than they used to be. Because of this, user identity verification has become a bit of a balancing act.
Asking for sensitive details, such as a user’s birth date or Social Security Number, is now considered a disruption in the customer journey. You are basically stopping users from smoothly completing the journey because you are forcing them to think about whether to give you the information you require.
That brief moment when users think about whether to give you sensitive details such as their SSN is usually the moment when they decide to switch to another service provider or ecommerce site. Disruptions like this example sit at the heart of problems like a high dropped cart rate.
Yet there is a definite need for better user verification, mainly for security purposes. The growing number of cyberattacks and fraud cases are forcing businesses to verify their users more strictly. The need for identity verification, however, must not cause discomfort to users.
A good way to minimize the disruption to the customer journey is by limiting the amount of information requested from users. Businesses should now incorporate the least-required-details approach when asking for customer details.
As the name suggests, this approach simply means businesses only ask for information that they absolutely need and not a form field more. The approach is greatly aligned with other UX optimization moves such as shortening the checkout process.
The least-required-details approach doesn’t just apply to data collection. It is also used to minimize the amount of user data stored by businesses. Let’s not forget that there are risks associated with storing customer details, especially when they are stored as open, readable text.
Additional security measures are then put in place to further strengthen information security. Verification-specific details are stored in encrypted form for the purpose of simplifying future verification. Other details are purged regularly.
Better ID verification solutions are also affecting the market, with verification solution from Cognito leading the pack. Cognito specializes in anti-fraud and ID verification. The company leverages its experience in streamlining user identity verification to help businesses strike the right balance between smooth UX and better security.
By integrating identity verification with Cognito, businesses can verify the identity of their users with minimum disruption to the user experience. The process is seamless, and it happens without asking users to enter sensitive details such as their social security number.
User verification will always be a bit of a balancing act. Today, thanks to solutions like Cognito, finding that equilibrium point and ensuring both security and a positive user experience is a lot easier.