Monday, May 26, 2008

Maximizing User Adoption during Phone Validation Process

Sometimes the most effective end-user experience can be counterintuitive.

Here is one example of how this can be true for even the simplest of processes. With the Internet crossing over into mobile more and more sites will require to authenticate the mobile number to ensure it truly belongs to the end-user providing it.

The right way:

A number of mobile content sites that have been in the space for years have perfected device authentication:

When adding the mobile device through the Web, the most effective way to validate the handset is to send the PIN to the phone and have the end users enter it on the PC.

Also, keep the PIN simple. This example "SHKCQWENLS" won’t do. Four digits is the ideal way to go, as long as security measures for generating the PIN are kept in mind. Avoid letters and numbers that resemble eachother, such as '1' and 'l', and '0' and 'o'.

The wrong way:

Getting this process wrong could mean up to a higher than 50% opportunity cost in terms of end-user adoption. Examples of this are:

1) Some sites send a text to the mobile phone and then require the end user to reply with a key word. While this seems might seem quite intuitive, studies have revealed that this will deter adoption by up to 80%

2) Others display a PIN on the PC and require end user to send the pin from their phone to a short code.

The worst way:

Some sites do not validate the device in the first place. This is not kosher at so many levels. A user could easily enter the wrong number accidentaly. This could result in spamming other end-users with text messages they will be charged for. Even worse, this could result in sensitive information being sent to the wrong person!

No comments:

Post a Comment