Creating a Layered Experience for Verified Customers (And Those Who Are Not)

by Startacus Admin

Companies looking to expand their presence in the marketplace must compete with their peers to offer something to business users that separates them from the pack.

While they may wish their business-oriented SaaS to be usable by any companies that sign up, it’s only the beginning.

Knowing who the person or business is who has signed up and is using their SaaS is more difficult. Information can be entered in their account, but there is no certainty that it’s correct. What should companies do and how can they differentiate their service to reflect the unverified nature of the business relationship?

Customizing the Experience – Start with the End in Mind

Companies don’t want to provide the same experience to all users. They usually wish to differentiate it because business users who often spend considerable sums either expect it or demand it.

However, when starting from the beginning in the business relationship, the question arises as to what features should be accessible in the web app and those that should be held back?

Creating an App within An App

There’s a strong argument for limiting what business users can see. There are some good reasons for doing this:

Avoiding Confusion for New Users

New users will find complicated user interfaces difficult to work with. They won’t readily understand how the UX is designed and with additional options and features, they’re likely to get confused.

As such, the abandonment rates for the web app will be too high to be sustainable. Therefore, restricting the features and add-ons available avoids high abandonment rates, and unnecessary phone calls and support requests from confused new users.

Lack of Verification of Who the User Is

There’s also a strong argument for creating a layered UX where unverified customers have access to only certain features and ones who are verified can access more. This makes sense when you don’t want to confuse the marketplace and expose the unverified user to features they don’t need yet.

Creating the Layered Experience for Verified Users

It’s possible to put business users through early verification to confirm their details. Cognito is one such provider of this type of authentication check. You can try this service for example. to integrate these types of checks into your current web app. With only a phone number and a name, the service can confirm that a web app user is known in the industry.

Not knowing who the business customer is when they sign up to use your web app is a lost opportunity. Company personnel are usually more willing to provide relevant details to confirm their level of interest. Businesses can use this intelligently to customize their web app to satisfy the specific needs of their customers whilst building a strong business relationship at the same time.

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Published on: 21st September 2020