Problem

On the Loco web platform, logged-in users, both on desktop and mWeb, contributed to 65% of total web watch hours, spent 7x more minutes per day on average, and exhibited 4-5x higher monthly retention compared to non-logged-in users. However, the existing multi-step login process created friction, leading to a high bounce rate of 80-85% for all web traffic.

Solution

To address the high bounce rate and streamline the login process, I implemented Google one-tap login on our web platform. This new login method enabled users to log in with just one click, reducing the complexity and time required for the login flow, minimizing friction.

I worked closely with our developers to ensure that the implementation process was smooth and we were able to launch the new feature within a few weeks.

Impact

2.5x increase in the monthly logged-in user count, indicating improved user engagement
55% growth in the daily login rate for new users, suggesting increased user acquisition and onboarding success
Notable improvement in the bounce rate associated with the login flow, decreasing from 80-85% to about 75% within a month after the launch, indicating a successful reduction in user drop-offs and enhanced user experience

Google One-Tap Login to Boost Engagement on Web