How to Maximize Passkey Adoption: Best Practices from Leading Companies
Read the full article here
Passkeys are changing the way we authenticate users - offering a faster, more secure alternative to passwords. But simply enabling passkeys isn’t enough. Adoption is the real challenge. In this guide, we explore how top companies like Amazon, Microsoft, and Google optimize their passkey enrollment flows to achieve high adoption rates.
Why Passkey Adoption Matters More Than Just Implementation
While passkeys provide better security and a smoother user experience, most users won’t switch on their own. Without strategic nudges, they will default to familiar password-based logins. High adoption rates are critical to unlocking the benefits of passkeys, such as reducing account takeovers and eliminating phishing risks.
Best Practices for Encouraging Passkey Creation
1. Post-Sign-In Nudges: The Most Effective Strategy
One of the best ways to drive passkey adoption is by prompting users immediately after login. At this moment, users are already in an authentication mindset, making them more likely to accept a passkey prompt.
- Amazon used A/B testing to refine their approach, finding that users responded best when the passkey prompt was short and direct.
- Google leverages post-login nudges to encourage users to enable passkeys across multiple devices.
- Microsoft segments users by role and device type, optimizing prompts for different personas.
2. A/B Testing: Finding the Right Messaging
Different users respond to different incentives:
- Convenience-first messaging (e.g., “Faster login, no passwords”) appeals to general users.
- Security-focused messaging (e.g., “Protect your account from phishing”) works better for high-risk or security-conscious users.
- Companies like Intuit have found that finance professionals are more likely to adopt passkeys when security benefits are emphasized.
3. Cross-Device Coverage: Expanding Passkeys Across All User Devices
Passkeys work best when they are available on all user devices. Companies increase adoption rates by prompting users to add a passkey whenever they log in from a new device. This eliminates reliance on fallback authentication methods like passwords or SMS OTPs.
4. Automatic vs. Manual Enrollment: What Works Best?
- Mobile: Auto-triggering passkey creation significantly increases adoption (30–50% higher than manual prompts).
- Desktop: Manual prompts are more effective, as users may need additional context before accepting.
5. Timing Matters: How Often Should You Prompt?
Too many prompts can annoy users, but too few will result in low adoption. Companies found that three well-timed nudges work best:
- First prompt: Right after login.
- Second prompt: A week later if the first was ignored.
- Final prompt: After another 30 days.
After three attempts, a cooldown period prevents user frustration.
Common Mistakes That Reduce Passkey Adoption
- Only offering passkeys in account settings: Users rarely go out of their way to enable security features.
- Requiring passkeys only for new accounts: This ignores existing users, limiting overall adoption.
- Forgetting to test messaging: Generic, unclear prompts result in lower acceptance rates.
Final Thoughts
Passkey adoption doesn’t happen automatically. Companies that A/B test their messaging, time prompts strategically, and ensure multi-device coverage see significantly higher success rates. By following these best practices, organizations can transition away from passwords and toward a passwordless future.
Top comments (0)