Feature Spotlight: Passwordless Login

Why We Built It

The most common pain point for a subscriber is logging into their account

to manage their subscription. Skio automatically activates an account for

all subscribers during the checkout process. With passwordless logins,

subscribers will never need to activate their account before logging in nor

will they ever need to reset a password again. 

Why the emphasis on the login experience? Because when a subscriber logs

into their account, you are making your first impression in their subscriber

journey. 

Make sure you set the tone for that customer’s subscription experience with your brand.

If you get these right, you’ve won the customer over. The subscriber now

trusts that managing their subscriptions with you will be flexible and

easy.

Most merchants use subscription tools that drive subpar login experiences

because they force customers to manually create accounts and remember

passwords on their own. It leaves customers unhappy and CX teams overwhelmed

with unnecessary ticket volume.

This common login issue for customers and unnecessary support debt is

exactly why we built our passwordless login tool. By allowing people to get

into their account in six or seven seconds, we make it easy to become a

subscriber, stay a subscriber, and quickly make modifications when they need

to.

Let’s walk through a typical first login experience for customers on other subscription platforms.

A few weeks after their initial checkout, the customer goes to login and

immediately is hit with frustration because they never activated their

account. 

Without activating their account, a subscriber can’t log in. More often

than not when a subscriber tries to login without activating their account,

they are told they don’t even have an account at all. For paying

subscribers, their natural reaction is to screenshot emails of their orders

and send frustrated messages to the brand’s CX team.

As a result, the CX team now has a ticket that they shouldn't have to deal with in the first place.

The subscriber, in effect, is a ticking time bomb. Even if the turnaround

time is a day, by the time the CX team can get them into their account, the

subscriber is even more frustrated by the delay.  

The now angry subscriber wants to go straight to “cancel” when all they

wanted to do in the first place was “skip”. And, not only will the

subscriber cancel, they will often leave a one-star review.

Subscribers have the highest LTV out of any customer. So, you’ve

essentially shot your brand in the foot before this person has the chance to

get started and enjoy the subscription program.

While you haven't necessarily lost a customer for life, you most likely lost a valuable subscriber. 

How It Works

During checkout, Skio automatically creates an account for every subscriber

and their account is automatically activated. The experience is no different

than a seamless 1-time checkout.

The magic is what happens a few months later when a subscriber returns to log in for the first time. ​​Instead of old-school password-based account logins, returning subscribers

simply type in their email, get a four-digit code to their SMS or email, and

enter the code to log in. 

End to end, it takes only six or seven seconds for subscribers to log into their account.

Since Skio has a simple, user-friendly customer portal subscribers can

easily manage their subscription without ever needing to reach out to the

merchant’s CX team. 

What Outcomes It Drives

Skio merchants have found that using a passwordless login decreases churn

from 10 to 20% on average, while also significantly decreasing subscriber CX

ticket volume by nearly 30%.

Passwordless login increases revenue and reduces costs for your CX team.

If you talk to any brand, it’s clear that easy account login and

subscription management are vital to driving long-term subscriber growth and

retention. Most CX and marketing teams have likely tried engineering ways

around the inevitable issues that arise using an antiquated password login

portal. However, the burden on the CX team and rising costs for developers

quickly add up. 

Why pay developers to fix a problem that shouldn’t exist? Let your

developers focus on improvements that increase conversions and revenue. The

recognition that a frictionless subscription management experience is one of

the most integral parts of the subscriber journey led us on a mission to

solve this exact problem. With our passwordless login, we’ve done

that.

Using this feature, you can now set the right tone for every future subscription interaction. 

Most merchants have to cover up this unnecessary pain point with discounts

and apologies. Why even let subscribers get frustrated in the first

place?

From our perspective, businesses are losing subscribers unnecessarily

because of bad login experiences. Skio removes this pain point entirely and

empowers the merchant to focus on optimizing the post-purchase experience to

improve LTV and improve retention rates.

Most brands we talk to have anywhere from 15 to 30% of revenue being driven

by subscriptions. And, for merchants looking to scale that subscriber metric

up to 40% in a single year, they just can’t afford to lose 1% or 2% of

subscribers a month because of poor user experiences.