“the process of identifying a user as the person they claim to be.”
Sounds simple enough, but this concept is fundamental to the ways that websites work.
As the owner or site administrator of a small online business, for instance, you need to be able to identify who is visiting your site. Growing your business is all about building relationships with customers, after all, and it’s very hard to grow a relationship with an anonymous web visitor! By having your users identify themselves, you stand a much better chance of developing a relationship. Maybe they’ll become a customer, a contributor to your blog, or a supporter of your cause. The only way to get to that point is to learn more about them.
Usually, this is done with the dreaded password. Imagine you’re visiting a new business for the first time. You’re interested in making a purchase when the owner says, “I won’t build a long-term relationship with you unless you invent an 8 digit code with special characters and promise to remember it when you come back in 3 months.” Pretty bad model for customer service, right?
Is it any wonder that 80% of internet revenue is concentrated in players like Facebook, Google, and Amazon? These firms make it incredibly easy to use their products and services, not harder. But don’t panic! There are some password alternatives that can help your business and website actively grow. One is a complete solution, and the other two are partial solutions for building relationships without forcing customers to create passwords.
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- Swoop lets you securely login with just your email account.
- Social sign-in allows you to use a social media account like Facebook or Twitter.
- Biometrics let you use your fingerprints or face to authenticate identity.
The most important thing to recognize is that the security weaknesses and user experiences issues of passwords have turned them into an overallliability. Understanding the authentication process and exploring your alternatives is the first step to moving beyond them.