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.
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What an "RP" Wants
- 1. What an “RP” Wants Joseph Smarr, Plaxo February 10, 2009
- 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.
- 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
- 19. Results of the Open Stack “Two-Click Signup” Experiment Joseph Smarr, Plaxo February 10, 2009
- 20. 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
- 21. 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
- 22. 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)
- 23. live demo
- 26. We’ve all been worried
- 27. about the round trip
- 28. from the RP to the OP
- 29. and back to the RP
- 30. a.k.a
- 31. “The Chasm of Death”
- 32. so...
- 33. of the folks we sent to Google
- 34. what percent do you think came back?
- 35. 92%
- 36. That means only 8%
- 37. 8% were lost to the chasm.
- 38. Of those that return 8%
- 39. 8% said “no” to consent
- 40. 8% and go to regular registration.
- 41. Which means 92%
- 42. of those returning 92%
- 43. 92% said “yes” to consent
- 44. 92% and have 2-click signup
- 46. 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!
- 47. 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
- 48. How big could this be?
- 49. Today, 17% come from Gmail Other than Gmail Google 17% 83%
- 50. And 73% come from the Top 4! Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
- 51. Yahoo, Microsoft, Google, AOL Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
- 52. All OpenID Providers! Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
- 53. In other words... Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
- 54. this could be huge! Other than Top 4 Yahoo, Microsoft, Google, AOL 27% 73%
- 55. Let’s go!