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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.
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
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
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)
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!
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