Is Face ID The Future Of Online Security?

Security is a huge issue these days and with advancements in technology could it be that the days of the humble password are coming to an end?

A new case study coming out of China covers successful facial recognition technology that now allows customers at KFC to pay for food using their face. Face ID has also been introduced with the new iPhone. It is a face authentication system that will allow users to unlock their phone as well as access protected data within the phone.

If this technology can be rolled out further, it means that making payments may become as simple as taking a selfie, which admittedly some of us are more used to than others!

So What Is Face ID?

For some of us, this isn’t new technology at all, as it is already in use for Apple Pay services and has been a feature available to unlock your phone for a while now. But for those of us that haven’t used it, it’s pretty much what you would expect, it allows you to use your face in place of a password or code.

How Does Face ID Work?

Obviously, it works by detecting the face of the user, but there is a little more to it than that! It is based on a true depth system, specialised neural network, and mechanisms that will adapt over time to changes on a user’s face. It acquires information through a mix of sensors, an infrared sensor, flood illuminator and a dot projector.

All of this leads to an increased security standard, as the chance that someone will be able to unlock your phone using Face ID is 1 in 1,000,000, which is 20 times more secure than Touch ID with a 1 in 20,000 chance that someone else can unlock your device!

E-Commerce Site Security

Face ID For E-Commerce?

The next question is what does this mean to us? Well, the answer is simple, for E-Commerce sites, this is a new opportunity to provide users with a more secure checkout system which will also help to boost user experience.

At this stage, it does require you to have Apple Pay integrated with your site, but we think it will only be a matter of time before other payment platforms adopt this technology as well.

By allowing your users to use Face ID through Apple Pay, you can offer them a more secure checkout than any that are reliant on passwords.

As online security is becoming more and more important to potential customers, this is definitely something that will serve as a motivator for them to purchase with you instead of your competitors. It also provides an option for a quicker checkout, which will also then benefit your Conversion Rate Optimisation by reducing the time it takes for customers to purchase products through your site.

Should You Adopt Face ID For Your E-Commerce Site?

Face ID definitely looks like an exciting technology that we anticipate will only grow as time goes on and other payment platforms such as PayPal start to adopt it. We think it is going to be a huge benefit to both online security and Conversion Rate Optimisation, so it is something we would definitely recommend adopting early to stay ahead of your competition as it may also become the expected standard from security-savvy customers.

Written by Gareth Torrance

Hello there. I'm Gareth, the Search Engine Marketing Lead at Brave. With almost a decade of experience in PPC and SEO, I've seen everything from Pandas and Penguins to the horrible time that was Mobilegeddon. As a Google Ads Certified Google Specialist, I have lived through almost every major shift in the industry! And that makes me feel old.

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