‘I am not a robot’: 84% of APAC consumers abandon carts due to complex login process

55% of consumers are frustrated with long log-in and sign up forms.

Complex log-in or long sign-up processes makes eight out of 10 consumers in the Asia Pacific abandon their carts when shopping online, a research commissioned by Auth0 found.

The survey found more than half of APAC consumers (55%) are frustrated by long login and sign-up forms, compared to 49% globally. However, one in three APAC businesses surveyed (34%) estimate that it takes potential customers between 1 and 5 minutes to sign up for their app – and more than one in five (24%) say the login process for returning customers takes more than one minute.

According to the survey, almost nine in 10 APAC organisations (87%) admit that potential customers abandon their cart or sign-up process, compared to 85% globally. Six in 10 (63%) attribute these abandonments to sign-up processes and about half (51%) attribute them to the login processes.

The survey also revealed that around the world, Australian (86%), together with Singaporean (89%), French (86%), and British (85%) consumers are more likely than those living in Germany (78%) and Japan (76%) to abandon their cart or sign up to online content if the login process is too arduous.

The Login Experience Customers Want study was conducted online by Auth0 and YouGov between 23 February and 1 March. The research consisted of two surveys, questioning more than 8,000 consumers and 1,200 IT and marketing decision makers who work for businesses that offer an app/online service to customers (excluding sole-traders) across six global markets: the UK, France, Germany, Australia, Singapore, and Japan. The data for the consumer study was post-weighted by age, gender, and region to reflect the latest population estimates in each market.

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