Email Verification Links Kill Your Conversion Rate
We have all been through it before, you acquire a new user and send them an email verification link … and they never click it. It is not just you; email verification links kill conversion rates. Companies are seeing a drop off in users clicking the verification link of between 15-25% according to this conversation on Quora.
There are a variety of reasons for such large abandonment numbers. If your email gets filtered to spam, the user will likely never see the link and either reach back out with a complaint or forget about you all together. Some email servers use “greylisting” to deter spammers, which will result in your message taking several minutes to hours to show up in the user's inbox. By asking the user to leave your website, wait for an email, click a link, and resume, you are breaking the flow and introducing opportunities for the user to become distracted or disinterested.
Some companies use email verification activation links to either prevent fraudulent repeat registrations by requiring a “real person” to click a link or to make sure the user enters a valid email.
Unfortunately, verification link messages don’t achieve either of these goals very well. It is easy to write an automated script to check an email inbox and automatically follow the activation link. If you are using links to verify that a user entered the right address, when they enter a wrong one then you are depending on them to find you again and re-register (plus your verification message would have bounced, which can cause deliverability issues for future messages).
Implementing a real-time email verification solution is an easy way to ensure users are entering valid emails so that they can complete the registration process without leaving your site. This will ensure the email address is valid while the user is still engaged with your site. Any invalid addresses can be flagged to the user for correction. Additionally, preventing invalid email addresses reduces the number of hard bounces from welcome messages, thus decreasing the chance of getting filtered to spam or bulk folders for all of your communications.
What is your email verification abandonment? Have you integrated real-time email verification to improve this drop-off? Let us know at firstname.lastname@example.org.