How to Get Users on Board with Photo ID Verification

Photo ID verification is an incredibly powerful tool to know that the person you’re interacting with online is who they say they are. However, it’s for this very reason that a good user might be nervous about providing their photo ID as it eliminates the anonymity barrier that people have grown accustomed to online. As a result, there is an expectation that some users will opt out rather than complete photo ID verification.

As more and more online platforms require additional identity information in order to participate, the norms are shifting and the process of providing a photo ID online is becoming more expected and users are becoming more comfortable with it. However, in this blog post we document additional levers that can be adjusted to increase user comfort and increase conversion.

  1. Set expectations: The number one opportunity to increase user comfort in additional verification requirements is to set the expectation early with the user that this type of verification is required. If a user does not expect to provide this information and is then required to do so, it can surprise the user unnecessarily.
  2. Provide reasoning: Platforms that collect photo IDs typically do so with good reason. If those reasons are made clear to the user, they can feel bought into the value that it provides.
  3. Reassure the user: Most users are aware of the many data breaches that have occurred over the last several years. They may be worried that their data will be compromised in such a breach. You can provide reassurance to your users by disclosing how the information will be used, how long it will be stored, where it will be stored, and who will have access to it.
  4. Adjust the position in the funnel: There is a tradeoff to be decided as it relates to where in the funnel photo ID verification occurs. If it’s earlier in the funnel, users are lower intent and therefore more likely to churn. If it’s later in the funnel, users have already invested time and energy into transacting and are less likely to abandon the process. However, having an invested, high-intent user required to perform photo ID verification late in the funnel can be a frustrating experience, particularly if their expectations have not been set appropriately.
  5. Invest in easy-to-use tools: Photo ID verification has a notorious reputation for being challenging for users to complete. The state-of-the-art in terms of user experience for identity verification has shifted considerably in the last several years to make it as seamless as possible. However, many tools still challenge users due to unclear instructions, slow response times, or inaccurate results. By investing in the right tools, platforms can enable their users to easily and successfully complete photo ID verification.

With these strategies in place, platforms can maximize the likelihood that good users are able to complete the verification process. Identity verification is a useful tool that makes it safer to transact online free from fraud. By employing the strategies above, platforms can continue to invest in protecting their users without fear of costly user churn.