Social network is a majority part in the world of internet today; the online retailers are trying to take advantages of social media for their business strategies.
They are using social media to reach and engage with their customers. They are using social media as a marketing channel. But still have one advantage of social media which useful with ecommerce website, that’s social login, also known as social sign-on.
Social login allows customers can sign-in to website with their exesting social accounts such as Facebook, G+, Twitter, LinkedIn, etc… It helps customer to create an account and log-in quickly, save time and effort for sign-in step.
So, what advantages that online marketer can expect from social login? Here are 5 solid reasons why ecommerce website should integrate social login:
- 86% of users report being bothered by having to create new accounts on websites
According to WebHostingBuzz research, requiring users to enter email, address, name, set and remember their username and password might actually be driving them to other sites that don’t insist on traditional registration alone.
Another fact, the survey which conducted by Blue Research shows that 54% of users tend to leave a website and go to another rather than complete the registration. We can see that users always towards the convenience, so social login seems to be a prefered option today.
- 77% of users believe social login is a good registration solution
The research by WebHostingBuzz also shows that 77% of users like to use social login. You know, the number of visitors directly correlates to revenue, no matter what business you are in. More users also mean you can make more sales.
While the traditional registration process might actually be driving users to other websites, social login option is a solution that can stop people heading to your competitors. In fact, some businesses have found that after implement social login, the rate of failed login attempts and password reset requests have been reduced.
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- 92% of users will leave a site instead of resetting or recovering login info
A poll by Blue Research said, moreover, it also shows that 30% of users say they frequently leave a site when they forgetting ID or password. Normally, consumers go to an online store because the store offers something they are interested in, so why make it harder for them to comeback by asking them for password that they probably have forgotten?
I don’t confirm that providing social login option will automatically increase conversions. Of course you also need to provide the good products and good services for your customers, but no doubt to say that the social login can absolutely increase number of customer who come from social network. By combining social login with the right product and services, it can boost your customer lifetime value (LTV).
- 88% of users admit to entering incomplete or incorrect data on registration forms
This is a reality trouble; the Harris Interactive & Janrain study found that nearly 3/4 of users get frustrated when the website displays content that has nothing to do with their interests. How can you personalize your marketing strategies and improve user experience when you cannot collect the data users?
As you know, when users log-in your site via their social account, you can access their personal informations which already on their social profile such as name, gender, age, interests, etc… When user create an account through traditional registration process, business just collect and rely entirely on the data obtained from their own forms. So, grabbing user data from social profiles is a much convenience way in this case. Moreover, the tests conducted by Imaginary Landscape proved that requiring users to enter a large amount of data can adversely affect conversion rates.
In brief, providing social login for your site can help you to collect the quality user data which essential for your business, and of course you can analyze and use these data in order to create a good marketing strategy.
- Better data means (potentially) better marketing decisions
Understanding your customers is a key point to create a success marketing campaign. By analyzing the user data, you will know what your customers like and what they hate, thereby you can monitor trends and tailor your business model according to user demands.
As I said above, rely on the data obtained from traditional register form may only give you limited information, but with social login you can do more and eliminate the limit.
With social login feature, you could use feedback loops to conduct your own surveys or collect testimonials and it also can help you to create effective social network ads based on data that you collected from customer profiles.