![]() ![]() A well-chosen preview might boost users’ assessment of the expected utility, but they will still have to guess, and they’re likely to guess low to be on the safe side. Some designers think that giving users a preview of what’s in store for them (rather than access to the actual functionality) is going to be tantalizing enough to motivate people to register. But for most companies that is not the case: there’s always another app that can do the same thing more easily.) (Of course, there are situations when users are highly motivated because they really want to interact with your brand - if I have an account with Facebook and I want to use it on my phone, it doesn’t help me that Twitter may have no login walls. People have to be highly motivated in order to incur that cost over the tempting alternative of deleting the app - which is pretty much two touches away. In terms of expected utility (that is, interaction costs versus benefits), they have little idea of what the value of using your site or app is, but they do know that the cost of filling in a form is quite high (particularly on mobile touch phones, typing passwords and usernames is a pain). Users are utterly vexed to have to enter information before they get a taste of what is in store for them. When we discuss login walls in our mobile-usability classes, we frequently get the comment “But it’s only for the first time the next time we keep them logged in!” Guess what: there may be no next time. The site still gets its money (and actually gets much more), because many more users will get to the stage of completing a deal. Only later, when the user has decided to hire contractors or post a job, is login required. Odesk shows the site content upfront, before users log in. In contrast, oDesk lets potential users surf their job and contractor lists, so that people can better understand whether the site is appropriate for them. Task Rabbit forces users to log in or register before they can access the content available on the site. If I am looking for someone to translate a letter for me, will this site be good enough or am I better off searching elsewhere? Unless they log in, users cannot see any job listings or check contractor profiles - that is, they cannot get an idea of the services available on the site and of the quality of the job applicants. In the example below, Task Rabbit requires their users to log in to access the site’s content. ![]() Especially on mobile, it’s common to show a login wall when the app is launched for the first time or when a web page is first accessed. It annoys me to no end, because you’re going there for very basic information, so what’s the point?” Login Walls Don’t Belong in the Initial ExperienceĮven though we have recommended against this since 1999, some sites still force users to log in before presenting them with any real content. “Another thing that gets me is registering on a thousand different websites. Here’s a quote from a participant in one of our studies: Login walls are however a nuisance on sites that people visit only rarely. Applications that are highly personal (such as email or banking apps) are justified in raising login walls for potential intruders. Therefore, sites should use them only if users will benefit significantly from the presence of these walls. Login walls require a significant interaction cost: users must remember their credentials (if they have an account) or take the time to create a new account. Gilt’s approach makes more sense because it shows users what they will get in the app and offers them a reason to register. Gilt (right) lets everybody in to see the sales, but if users wants to make a purchase, they have to log in. Rue La La (left) launches with a login wall: potential shoppers have no way of knowing if they are interested in the available merchandise. Login walls are pages that ask the user to log in or register before proceeding. In our many usability tests, we rarely have seen users more annoyed than when they come across a login wall. ![]()
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