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Customer onboarding and the process experience - how can UX prevent abandonment?
For a successful digital onboarding process, it is not enough to provide the user with digital tools. More than one customer has abandoned filling out a form because they felt too overwhelmed by the amount of data needed. On the other hand, what is a bank, insurer or other institution that has to take care of specific paperwork and cannot affect the complexity of the procedure supposed to do? The satisfaction of the potential service recipient will depend on how well the needs of the user and the legal and procedural requirements of the company are balanced. Elements such as the intuitiveness of the interface, the transparency of the process and the customer's sense of security are key here. Learn how Digital Gateways takes care of the UX and its partners provide their users with fully satisfying tools.
Why does a company lose a customer at the onboarding stage?
An unfinalized onboarding process is a serious problem for a company - it's like voluntarily holding back its own growth. The offer caught the customer's attention, and he was willing to put in the time and effort to complete the paperwork. However, an overly elaborate or poorly designed onboarding process can easily make the customer lose motivation to complete the registration. In regulated industries, where the paperwork is more demanding than in a regular online store, customers' expectations for convenience and a smooth process are often higher, especially in this era of digital transformation. What most often causes customers to abandon the onboarding process?
Here are the most common barriers that discourage users:
- Failure to tailor the process to the user's characteristics - age, location or culture are all factors that influence users' needs and thus expectations.
- Lack of information about the required documents - the customer does not know that he will need something besides, for example, an ID card, which leads him to be unprepared.
- Lack of context-sensitive help - the user doesn't understand a specific step or how he or she should correct the data entered, and without support abandons the website or application.
- Lack of a flexible approach - the process does not take into account the different paths of the user, which in the case of unusual scenarios (such as lack of access to a mobile device or the ability to use a particular verification method) causes the user to miss the target.
- Taking too long to go through the process - a time-consuming task, especially if each step requires a lot of information, effectively demotivates.
- Underdeveloped visual layer - too much text, unintuitive icons or lack of clear labeling make it difficult for the user to navigate the interface, leading to frustration and abandonment.
UX and digital customer onboarding - the most important tips
An effective onboarding is one that minimizes friction and eliminates obstacles that can discourage the customer. It is worth taking care of the following elements:
- Simplifying procedures - information should be provided in an accessible way and the process broken down into simple steps.
- Support at each step - offering help in the context of the current step, if only in the form of a pop up, makes the customer feel more confident.
- Transparent and clear communication - users are more likely to trust the process when they know their data is required for legitimate reasons.
- Personalization of the process - tailoring onboarding to a user's specific characteristics, such as language, location, or even age, allows you to address their needs more effectively and makes the process more user-friendly.
- Minimalist form - simplified, clear graphics and a reduced number of elements on the screen allow the user to easily focus on key information, reducing the risk of errors.
- Choice - allowing users to choose their preferred method of identity verification (for example, using an ID card, mobile app, or biometrics) allows the process to be tailored to their preferences.
Digital Gateways, the gateway to customer and company satisfaction
Well-designed onboarding is an investment that pays off in the form of satisfied customers. This is a key moment in building a relationship with a service recipient, and we all know that a good first impression can only be made once. Businesses must therefore take care to create a personalized and engaging experience. Digital Gateways has found a solution for this. What we care about is opening as many paths as possible for the user, so that depending on their needs and habits, they can go through onboarding in the most convenient way for them. This is possible thanks to a wide range of verification methods from our portfolio.
The entire process can be tailored to the company accordingly. Depending on the characteristics of the service, as well as the requirements of the industry, we will select the most suitable set of digital tools. Our offer includes identity verification using OCR technology, NFC in combination with video verification, open banking, mCitizen, myID, as well as verification of financial credibility, querying of external databases and completion of all formalities, i.e. electronic signature.
