Browser fingerprinting case: personalizing the user experience, improving fraud detection, and optimizing login security
Have you ever heard of browser fingerprinting? You must! It is an online user identification technique that collects information about a visitor’s web browser and configuration preferences in order to associate an individual browsing session with a single website visitor.
With browser fingerprinting, many pieces of data can be collected about a user’s web browser and device, such as screen resolution, location, language, and operating system. When you put these pieces together, they reveal the unique combination of information that makes up each user’s visitor ID or “digital fingerprint.” Websites can use visitor IDs in a number of ways, including personalizing the user experience, improving fraud detection and optimizing login security.
This article looks at the case of browser fingerprinting and how to use it securely on your website.
Personalize the user experience
Providing users with a seamless, customized website experience helps reduce bounce rates, increase conversion rates and increase sales and revenue. Browser fingerprinting identifies each user’s unique visitor ID associated with their session, even if the difference is days or weeks. So when a user visits a website, the website can use a unique visitor ID to tailor website content to that particular returning user.
For example, suppose a user visits once and adds several items to their shopping cart. In this case, the website remembers the item on the user’s next visit, and may also offer a limited time promotional code to reduce the possibility of shopping cart abandonment.
Here are a few more examples of how you can use browser and device fingerprinting personalization:
Remember the user’s dark or light mode browser preferences
He well documented that visitors using “dark mode” prefer it to prevent eye strain and keep them on the website longer than if they were using light or standard modes. Typically, visitors’ site preferences are stored in sessions or local storage, which do not persist between browsing modes (standard and incognito). With browser fingerprinting, websites can detect visitor preferences and automatically send the correct light or dark method.
Saved shopping cart
Identifying fixed items in a visitor’s shopping cart can reduce lost sales due to shopping cart abandonment. Remembering shopping carts from days to weeks can also reduce checkout times for returning visitors, who use visitor IDs to collect all items stored in carts with the same visitor ID.
Save purchase and browsing history
Storing product purchase and browsing history can help drive sales from returning visitors by streamlining repurchases or accessing past searches. Traditional cookie-based solutions become ineffective when a visitor switches from normal to private browsing mode (or vice versa). Browser fingerprints can associate previously ordered and viewed items with visitor IDs and display them the next time a visitor returns to help simplify the online shopping experience.
The risk of running eCommerce promotions without user verification is vulnerable to abuse. Traditional methods of preventing this kind of abuse require registering a marketing list via email or phone number. Fortunately, we can streamline this process without adding extra steps for visitors.
Stable and unique identifiers are great for assigning promotions to anonymous visitors and preventing duplicate promotion abuse. In addition, promotions can be implemented uniquely based on specific visiting behavior, such as rewarding visitors with free shipping after a certain number of visits to a particular page site.
Improve fraud detection
Browser fingerprinting can also help websites improve their fraud detection strategies. For example, a visitor tries to access a website from a device with a different visitor ID than usual. In this case, the website may ask the user to verify their identity. Adding checkpoints helps prevent unauthorized access to sensitive information and reduces the risk of fraud, such as account takeover and payment fraud.
Some of the other ways highly accurate browser fingerprinting like Fingerprint can help websites prevent some of the most common (and expensive) types of online fraud:
Payment fraud is a critical issue for businesses that store, handle or process payment information, such as eCommerce websites. By processing stolen credit card details, fraudsters can leverage your business for money laundering operations or unauthorized goods/services which will result in chargebacks.
Chargebacks are when merchants have to refund payments for unauthorized transactions and sometimes a fee is charged. Stolen credit card information or fraudulent chargebacks cost consumers and businesses revenue year after year.
Identifying these fraudulent purchases before they become chargebacks is critical for businesses to save time and money for themselves and their customers.
Account sharing prevention
Account sharing has been in the news more than usual as companies like Netflix crack down on users who share their account credentials with friends and family members instead of each of them paying for their own account. If you have problems sharing accounts, you may not know how big the problem really is.
With Fingerprint’s account sharing prevention capabilities, we help you reduce account sharing and increase your overall subscription revenue by accurately identifying unique visitors for each account.
Credential stuffing is the automated use of usernames and passwords obtained through coordinated hacking methods by fraudsters carrying out credential-filling attacks, or hackers purchasing pre-obtained logins from the dark web.
Preventing credential filling is critical to providing users with a safe, secure, and reliable sign-in experience.
Let’s dive deeper into login security to help you better understand how browser fingerprinting can help optimize your login security.
Optimize login security
Accurately identifying the user at login is essential for any software or website that requires the user to use an account with their service. User identification helps protect personal information from being accessed by unauthorized individuals, which, in turn, helps prevent fraud or abuse.
There is Different levels and methods to apply This, including the basic username and password, must be accompanied by additional forms of identification, including two-factor authentication (2FA) and multi-factor authentication (MFA). However, with multiple identification steps comes increased friction for trusted users.
Implementing tools that are invisible to the user can help bridge the gap between secure login methods and more vulnerable login methods. Using highly accurate browser fingerprinting, such as Fingerprint, for user verification provides several advantages over traditional methods:
- Forging a browser fingerprint, part of a device’s identity, is much more complicated than any other credential.
- Browser identifiers are kept up to date and do not require maintenance or manual updating like passwords.
- Integrating browser fingerprinting with established authentication models can provide an advanced level of security by allowing access only to those with expected and compatible devices or operating systems.
Privacy and regulatory compliance
With all solutions identifying users, you want to make sure you choose one that prioritizes modern security practices and data processing. Fingerprints, for example, do not collect any personally identifiable information (PII) as part of a visitor ID and do not track users across websites. In addition, Fingerprint is proud of its ISO 27001 certification and SOC 2 Type II, GDPR and CCPA compliance.
Browser fingerprinting helps personalize the user experience, improve online security, and optimize login security methods. By collecting data about users’ browsers and devices, websites can tailor their content to meet users’ unique needs, prevent fraud, and improve authentication. Additionally, browser fingerprinting can reduce friction for trusted users when logging in while maintaining a secure website.
If you want to implement browser fingerprinting on your website, choose a solution that prioritizes data security and privacy, such as fingerprint. With the right approach, browser fingerprinting can be a game changer in improving user experience and preventing fraud.