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Conversion Optimization

Definition

Conversion optimization in eKYC focuses on maximizing the percentage of users who start the verification process and successfully complete it — balancing security requirements with user experience.

Key Metrics

Metric Definition Good Target
Completion rate % who finish the full flow > 85%
First-attempt success % passing on first try > 75%
STP rate Straight-Through Processing (auto-approved) > 80%
Average time to complete Time from start to submission < 60 seconds
Drop-off per step % abandoning at each step < 10% per step
Retry rate % needing to retry a step < 20%

Drop-Off Analysis

Drop-Off Point Common Cause Fix
Permission request Camera permission denied/scary Clear pre-permission explanation
Document capture Can't get quality capture Better guidance, lower quality threshold
Selfie capture Liveness fails, confusing instructions Passive liveness, simpler UI
Processing wait Too slow, user navigates away Show progress, async with notification
Rejection Too strict thresholds Tune thresholds, add retry path

Optimization Levers

Lever Impact Risk
Lower quality thresholds More users pass capture Worse downstream accuracy
Fewer verification steps Faster completion Lower security assurance
Lower match thresholds Fewer false rejections More false acceptances
Passive over active liveness Less drop-off Slightly lower spoof detection
Auto-retry with guidance Recover failed attempts Longer total time
Progressive disclosure Simpler initial flow May need follow-up for EDD

Key Takeaways

Summary

  • Completion rate is the single most important business metric for eKYC
  • Every step in the flow loses 5-15% of users — minimize steps
  • Threshold tuning is the most powerful lever — balance FAR/FRR against conversion
  • A/B test everything — small UX changes can have large conversion impacts
  • Conversion optimization must be balanced with security — regulators audit acceptance quality