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What an “RP” Wants
     Joseph Smarr, Plaxo
      February 10, 2009
Hi, I’m Plaxo
and I’m a Relying Party.
I’m in an “open relationship”
with all of you.
Frankly, it hasn’t been easy.
Sometimes it’s been confusing.
And you’ve never met all of
 my needs (for user data).
The result has not been good
for users
our business
or yours.
(scrape. scrape.)
But recently, I’ve been spending
       more time with...
Google
experimenting with a
   new technique
that leverages more of the
        Open Stack
Results of the Open Stack
   “Two-Click Signup”
       Experiment

       Joseph Smarr, Plaxo
        February 10, 2009
Goal of the Experiment

Prove that Open Stack onramping could
be strictly better for all parties

   • Better for the user...
Hypotheses
•   A “Hybrid OpenID/OAuth” approach could create
    a better user experience, with fewer round trips
    and ...
Approach
•   Implement a “two-click signup” flow completely
    optimized for Gmail invite case

•   Keep the technology hi...
live demo
Results


(drum roll, please)
Results


but wait...
We’ve all been worried
about the round trip
from the RP to the OP
and back to the RP
a.k.a
“The Chasm of Death”
so...
of the folks we sent to Google
what percent do you think
       came back?
92%
That means only



  8%
8%
were lost to the chasm.
Of those that return



     8%
8%
said “no” to consent
8%
and go to regular registration.
Which means



92%
of those returning



 92%
92%
said “yes” to consent
92%
and have 2-click signup
92%
with automated import.
Synopsis
So we get:
  •   Higher conversion rate

  •   Higher import rate

  •   More connections per user

  •   No drop...
Synopsis
We proved that Open Stack onramping
can be strictly better for all parties

  •   Better for the user: High succe...
How big could this be?
Today, 17% come from Gmail
                    Other than Gmail
                    Google

   17%




         83%
And 73% come from the Top 4!
                   Other than Top 4
                   Yahoo, Microsoft, Google, AOL



     ...
Yahoo, Microsoft, Google, AOL
                    Other than Top 4
                    Yahoo, Microsoft, Google, AOL



  ...
All OpenID Providers!
                Other than Top 4
                Yahoo, Microsoft, Google, AOL



         27%




7...
In other words...
                    Other than Top 4
                    Yahoo, Microsoft, Google, AOL



             2...
this could be huge!
                Other than Top 4
                Yahoo, Microsoft, Google, AOL



         27%




73%
Let’s go!
What an "RP" Wants
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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.

Published in: Technology, Business

What an "RP" Wants

  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!

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