Actionable Optimisation #11 – Password Validation

 July 14, 2020

By  Will

Keep Your Customers Happy With Quality Password Validation

to receive each Actionable Optimisation as they go live

Passwords are a pain in the ass aren't they? Especially when companies take things into their own hands and introduce their own requirements. That said, a minimum number of characters, lowercase, uppercase, and numbers are becoming quite standard practise.

So if creating a password is pretty standard practise now, how can you make the process easier for your customers?

Clear, bullet-pointed, real time validation.

Basically, as someone enters their password, layout the requirements on the screen, and check them off as they comply with each one. See the image below for an example (and of what not to do).

As with everything you do that is customer facing, it should be clear and easy for them to complete. 

Lets take a look at the examples below.

Example 1:

Lots of companies use these password strength indicators, which are quite nice, it gives an indication of how strong your password is. What it doesnt do though, is tell you how compliant your password is with their requirements, leaving you to guess what you need to add to your password.

Example 2:

Better, it lays out the requirements for a password, however without the dynamic feature, if your password is rejected you won’t know why and you have to start from scratch.

Example 3:

Pretty good right? Lays out the requirements, ticks them off as you complete them, and gives you the option to view the password you’ve typed in case you want to check it.

Which is your preference? How much freedom do you like with your passwords? And do you appreciate companies forcing you to make them more complex for security reasons?

Password validation


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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