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What an "RP" Wants

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Joseph Smarr shares results of a Plaxo/Google hybrid OpenID/OAuth "two-click signup" experiment at the OpenID Design Summit at Facebook on February 10, 2009.

Joseph Smarr shares results of a Plaxo/Google hybrid OpenID/OAuth "two-click signup" experiment at the OpenID Design Summit at Facebook on February 10, 2009.

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  • 1. What an “RP” Wants Joseph Smarr, Plaxo February 10, 2009
  • 2. Hi, I’m Plaxo
  • 3. and I’m a Relying Party.
  • 4. I’m in an “open relationship”
  • 5. with all of you.
  • 6. Frankly, it hasn’t been easy.
  • 7. Sometimes it’s been confusing.
  • 8. And you’ve never met all of my needs (for user data).
  • 9. The result has not been good
  • 10. for users
  • 11. our business
  • 12. or yours.
  • 13. (scrape. scrape.)
  • 14. But recently, I’ve been spending more time with...
  • 15. Google
  • 16. experimenting with a new technique
  • 17. that leverages more of the Open Stack
  • 18. Results of the Open Stack “Two-Click Signup” Experiment Joseph Smarr, Plaxo February 10, 2009
  • 19. Goal of the Experiment Prove that Open Stack onramping could be strictly better for all parties • Better for the user • Better for the Provider • Better for the Relying Party
  • 20. Hypotheses • A “Hybrid OpenID/OAuth” approach could create a better user experience, with fewer round trips and reduced latency • Signup flows for Gmail invitees could be further optimized, because Plaxo knows it’s a Google user, likely in a signed-in state • Getting consent to access the user’s address book up front would increase import rates, which would drive multiple downstream benefits
  • 21. Approach • Implement a “two-click signup” flow completely optimized for Gmail invite case • Keep the technology hidden under the hood • Change as little of the post-sign-up flow as possible • Ship fast, monitor, iterate • Send 50% of English/U.S. Gmail invitees through the flow; other half are the “control” • Turn it off after 1,000 people go through (unless the results are rocking)
  • 22. live demo
  • 23. Results (drum roll, please)
  • 24. Results but wait...
  • 25. We’ve all been worried
  • 26. about the round trip
  • 27. from the RP to the OP
  • 28. and back to the RP
  • 29. a.k.a
  • 30. “The Chasm of Death”
  • 31. so...
  • 32. of the folks we sent to Google
  • 33. what percent do you think came back?
  • 34. 92%
  • 35. That means only 8%
  • 36. 8% were lost to the chasm.
  • 37. Of those that return 8%
  • 38. 8% said “no” to consent
  • 39. 8% and go to regular registration.
  • 40. Which means 92%
  • 41. of those returning 92%
  • 42. 92% said “yes” to consent
  • 43. 92% and have 2-click signup
  • 44. 92% with automated import.
  • 45. Synopsis So we get: • Higher conversion rate • Higher import rate • More connections per user • No drop-off in return visits In other words, our business guys won’t let us turn it off!
  • 46. Synopsis We proved that Open Stack onramping can be strictly better for all parties • Better for the user: High success rate with no password anti-pattern • Better for the Provider: Happy users and no scraping • Better for the Relying Party: Higher conversion rate; greater connection density
  • 47. How big could this be?
  • 48. Today, 17% come from Gmail Other than Gmail Google 17% 83%
  • 49. And 73% come from the Top 4! Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
  • 50. Yahoo, Microsoft, Google, AOL Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
  • 51. All OpenID Providers! Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
  • 52. In other words... Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
  • 53. this could be huge! Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
  • 54. Let’s go!