Replace the password field with a magic link or passkey

When to use it

When signup makes people invent a password and the funnel shows drop-off at the credentials step or heavy reset volume.

How to run it

1. 1Make passkey or magic link the default signup path with password as the fallback, and measure completion of the whole flow.
2. 2Offer social login matched to your audience: Google for B2B, Apple for iOS-heavy B2C.

Why it works

Make the action easier to complete

Dropping the password removes the step where people stall and the resets that follow. The FIDO Alliance's 2025 Passkey Index reports 93% sign-in success with passkeys versus 63% for passwords and other methods, with sign-in time cut from ~31s to ~8.5s.

Source: FIDO Passkey Index 2025