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.


Related Article

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.

Video Author

Raluca Budiu is Director of Research at Nielsen Norman Group, where she consults for clients from a variety of industries and presents tutorials on mobile usability, designing interfaces for multiple devices, quantitative usability methods, cognitive psychology for designers, and principles of human-computer interaction. She also serves as editor for the articles published on NNgroup.com. Raluca coauthored the NN/g reports on tablet usability, mobile usability, iPad usability, and the usability of children's websites, as well as the book Mobile Usability. She holds a Ph.D. from Carnegie Mellon University.

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