From friction to conversion: How to optimize identity for growth

Customer login friction is quietly killing conversion. Nearly one in five shoppers walks away the moment a site forces them to create an account, and just as many abandon checkout because it feels too long or too complicated. Customers now spend their day inside apps built for instant, personalized, AI-shaped interactions, and they bring that same expectation to every login screen they hit. The bar has moved, and login hasn't caught up.

In this session, we'll show you how leading organizations are turning login from a checkpoint into a growth engine. They're using Auth0 to simultaneously reduce fraud, increase conversion, and drive measurable revenue lift per customer.

The old trade-off: Rebuilding tedious custom auth logic for every single app, or using hosted login redirects that break the native user experience.

The new playbook: By leveraging highly evolved, next-generation Embedded Login, directly inside your app's native code rather than forcing external redirects, you meet modern buyers exactly where they demand to be met.

You'll walk away knowing how to:

• Embed login directly into native apps to convert more users, faster.
• Bring passkeys and progressive factor enrollment in-app for frictionless, secure logins.
• Reduce identity overhead so engineering teams focus on experiences that delight, not auth plumbing.