As per Ars Technica, the average online user has 25 separate online accounts and 6.5 different passwords. Simple math will reveal that there are hundreds of possible username and password combinations- enough to create the very real condition of password fatigue. It is not just jeopardizing the customers’ data safety and security, as they start creating more obvious passwords, use the same password for multiple accounts, and even write their passwords down. It is paralyzing the economic growth of businesses-, especially e-commerce businesses. Nearly 50% of consumers have been unable to execute an online transaction due to forgetting their password. The need to make it easy for customers to log in, thus, was never as intense as it is now. Sites that have a Social Login platform, however, don’t experience these problems to nearly the same extent. Let’s take a look at why.
Social Login allows users to register on a site or app using an account already created on social networks, such as Facebook, Google, Twitter, or Instagram. The Social Login prevents users from filling out a long-form, thus saving time and preventing the hassle of remembering so many usernames and passwords.
Creating new accounts on a website bothers users. This is why Social Login should be available on every site to ease the shopping journey of users.
Users are more likely to abandon a site when facing the hassle of going through an extensive registration process or having to reset or recover a password.
Social Login enables customers to quickly and easily register for and log in to your website or mobile app using their existing social media identities or pre-verified user accounts. They don’t have to put in their passwords and usernames every time they come to your website.
This ease is especially important for those who shop through mobile. Typing the password-username combination on the tiny screen of mobile with a tiny keypad is a frustrating experience. It has got reflected in a stat, which says that 53% of those surveyed say they use social media logins because they don’t want to spend time filling out registration forms.
Naturally, easing up the registration and check out process equally benefits the customers as well as businesses. Customers don’t have to remember the new combination of password-username and businesses will be able to gather verified customer data and contact information. In the era of personalized target marketing, this is a supreme add-on. But to do it properly, a few things need to be taken care of…
Choosing the Right Networks
An ideal way to increase conversions through your Social Login platform is to allow visitors to log in through the most used and popular social media networks. With almost 2 billion users, Facebook has registered a landslide win when it comes to preferred social network platforms. The following image shows that clear cut dominance.
Thus, Facebook should be a default identity provider. But remember that due to various reasons, not everyone wants to authenticate using his Facebook account. He may prefer different platforms. Naturally, giving users a variety of Social Login options increases the number of social registrations. For the simplification of the payment process, PayPal or Amazon account are also viable options. Just like we offer in our own Social Login platform, we recommend offering 3-5 networks.
Explaining Your Social Login Platform to Your Users
It’s a tenet of consumer behavior that shoppers won’t use something that doesn’t justify its existence in some way. A Social Login platform isn’t exempt. Letting your customers know what they will get by using it- whether it’s a more personalized experience, exclusive content, or special discounts is crucial.
It’s a best practice to put an explainer pop-up with a title along the lines of “Why use Social Login?” below the login section.
Two months after adding this explanation CTA to a client’s Social Login platform, we saw a 4% increase in the total number of accounts created. Additionally, this led to a direct increase in the overall conversion rate and a decrease in the shopping cart abandonment rate.
Positioning It Perfectly
As the reason for the existence of a Social Login platform is to ease up the customer experience, you can’t expect them to go into the depths of your site or app in search of a way to register. It should be easily visible and discoverable. It should be on the login page, the registration page, and the checkout page. But as the website is a visual entity, how you put the login options is as important as where you put them.
We have seen that positioning registration and log in text and buttons in the top right-hand corner makes a huge difference in registration conversion. If you are placing them well below standard login and registration forms, you are running a risk of making them faintly visible, and thus, highly ineffective. If it is sticking out like a sore thumb without consistently carrying the look and feel of the website, consumers feel uneasy and they are less likely to trust you to store passwords and other valuable information. And these are not just hypothetical statements–they have a resonance in reality. After repositioning the Social Login we noticed a lift of 3% in engagement after just 2 months of having the new layout live.
Link Existing Accounts
Once you implement your Social Login platform, you should encourage existing users in your database to link their account on your site to one (or more) of their social media profiles. By linking data like past purchases, wish lists, and saved articles to users’ social accounts, your business maintains an integrated view of your existing customer base. Besides, it also gives you a chance to explain the benefits of signing through a Social Login platform.
Personalize the User Experience
As people use a specific social media platform to log in to your Social Login platform, it should open up new ways of personalization. You have all the information at your disposal. Thus, authenticated customers should never be greeted with an anonymous user experience.
The whole scenario of personalization can be as simple as welcoming known customers by name and displaying their photos or recommending products that complement their previous purchases. It doesn’t just give customers the feeling of being valued by the businesses, but it also gives them a reason to log in socially. This can also be done by using it as a differentiator between the users and non-users of your Social Login platform. eCommerce brands may reward users with points or badges for taking specific, valuable on-site actions and rank them against other non-users in their network. Remember that 65% of customers report they are more likely to return to a website that automatically welcomes them through social login, with 67% saying personalization is highly attractive to them.
Social Login offers robust security, along with improved user and developer experiences. Social Login is not at all complicated and can be done by following simple steps:
While Social Login eases the registration process for users, it offers advantages to retailers too, including a low bounce rate. Besides enhancing user’s experience on your site, Social Login helps marketers with accurate data, such as verified email addresses, gender, age, relationship, status, and interests. This way you can build a valuable database, which can help you to perfectly segment all your audience. If you are thinking to include Social Login in your marketing strategy, take a look at the top benefits.
1. Valuable User Data
The best Social Login allows you to collect a volume of data from your users, which can be utilized for improved segmentation and personalization.
You can take advantage of having your customers’ email addresses when launching marketing campaigns to promote new products or services or encourage them to upgrade to a paid membership on your app.
3. Improved User Experience
Facilitating speedy and easy registration makes users comfortable while encouraging them to complete the purchase. Seeing as Social Login boosts engagement, there’s an increased chance users will spend more time on your site and share your products with friends and acquaintances in their social network.
Many case studies have proved that a Social Login platform provides a lot more value to your business and customers than just streamlining the registration process. It first connects the customers, then it collects all the required customer data, and finally converts them into buyers. But to catch such lucrative benefits, you need to thoroughly apply these best practices.