When it comes to mobile apps, authentication and onboarding are often seen as necessary evils. They're the first hurdles users face when trying to access an app, and they can be a major pain point. However, one company that has successfully challenged this conventional wisdom is Airbnb. By delaying authentication and onboarding, Airbnb was able to increase engagement by a staggering 300%.
The Problem with Traditional Authentication
Before Airbnb's bold move, traditional authentication and onboarding processes were the norm. Users would be forced to create an account, fill out lengthy forms, and upload identification documents before they could even start browsing for accommodations. This process was not only tedious but also created a significant barrier to entry.
Airbnb's Solution: Delayed Authentication (Unblocked)
In 2014, Airbnb decided to take a different approach. Instead of requiring users to authenticate upfront, the company opted to delay authentication until later in the user journey. This meant that users could start browsing for accommodations without being forced to create an account or provide identification.
The result was a significant increase in engagement. According to Airbnb's own statistics, the delay in authentication led to a 300% increase in user engagement. This was achieved by:
- Reducing Friction: By delaying authentication, Airbnb reduced the number of steps users had to take to access the app. This made it easier for users to start exploring and engaging with the platform.
- Increased Exploration: Without the burden of authentication, users were free to explore the app and discover new features and functionalities. This led to a significant increase in user engagement and interaction with the platform.
- Improved Conversion Rates: The delay in authentication also led to an increase in conversion rates. Users were more likely to complete a booking or start the process of creating a listing because they were already invested in the platform.
The Benefits of Delayed Authentication
Airbnb's success with delayed authentication demonstrates the benefits of this approach. By delaying authentication, apps can:
- Reduce Friction: Simplify the user journey and reduce the number of steps users have to take to access the app.
- Increase Exploration: Encourage users to explore the app and discover new features and functionalities.
- Improve Conversion Rates: Increase the chances of users completing a desired action, such as making a booking or creating a listing.
- Enhance User Experience: Provide a more seamless and enjoyable user experience, leading to increased engagement and loyalty.
Conclusion
Airbnb's success with delayed authentication is a testament to the power of innovative thinking in app development. By challenging conventional wisdom and experimenting with new approaches, companies can unlock significant increases in engagement and conversion rates. If you're considering delayed authentication for your own app, take a page from Airbnb's book and see the results for yourself.
