Login Walls

Summary: Demanding that users create a new account before they are able to access a website or mobile app is only justified in rare cases. Usually, people go away, rather than scale a wall placed between them and your offerings.

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Login Walls

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Login Walls Stop Users in Their Tracks

Demanding that users register or log in before they can use an app or see website information has high interaction cost and defies the reciprocity principle.

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Raluca Budiu is Senior Director, Data Strategy, at Nielsen Norman Group, where she uses her data-analysis expertise to drive strategic decisions. She also serves as editor for the articles published on NNgroup.com. Raluca has coauthored many NN/g reports, as well as the book Mobile Usability. She holds a Ph.D. from Carnegie Mellon University.

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