Businesses socializing their web properties, and in general their branding activities, is a result of the tremendous ROI that social media brings to the table. According to a 2014 State of Marketing Survey, almost one-third of the marketers surveyed said they realized a return on investment in social media. This is the main reason why not offering an integrated social tool like Social Login on your websites is a cardinal error if you are looking to improve business profitability by leveraging social media. To put it simply, your website won’t deliver tangible business returns in the absence of Social Login.
Primarily acting as a method of rapid signup/user adoption, Social Login offers incremental benefits to a business. One such benefit is that it acts as a conversion booster. To see Social Login only as a tool that simplifies website/mobile app login for the user is not giving it due credit, it actually is much more than just a glorified login tool.
So, how does Social Login act as a conversion booster? Let’s take a look.
You’re Removing Hassles
One of the first things that makes a visitor want to stay and browse your site is your site’s perceived intent to offer a simplified UX to consumers. Social Login is a great way to easily convey this intent to your visitors. It simplifies and shortens the oft-hated registration process and sets the stage for a conversion-friendly environment. Think of Social Login as the first step a website takes in its bid to convert website traffic into sales. Social Login improves registration conversions by giving users a far easier way of signing up for a website, as it eliminates the encumbrances of standard registration which makes users fill in various details and create yet another unique username and password, which they must remember.
Social Login, Personalization and Conversions
Social Login allows you to integrate the familiarity of “social” with your website. The social media credentials shared by the user to log into the site enable you to capture necessary user data on the social network, and deliver content that fits the user’s profile.
Users have a tendency to fill out fake information when presented with a standard registration form, and user-oriented ads created with such information backfire because they are mistargeted. This is where accurate information pulled from a user’s social media profile comes in to help save the day. Readwrite’s post Digital Ads: How Facebook, Google, And Twitter Target Us, gives a ringside view into how social behemoths collect data for advertisers. Social media provides a wealth of data about a user’s likes, dislikes, behavior, and other miscellaneous information that is like the pot of gold at the end of the rainbow for marketers. Social Login helps you capture this social data to help convert your website into a conversion magnet.
Here’s an example of how users logging into a website with their Facebook identity are not only ripe for conversion, but also help to facilitate conversions.
Imagine a scenario wherein users sign into your website using their Facebook credentials. According to a Monetate study, 80% of US social networks users prefer to connect with a brand through Facebook. If you’ve offered a Facebook Login on your site, that’s round one for you. Also, 40% of US consumers prefer social login over creating new/guest accounts; this means you will be delivering on the expectations of a considerable amount of online shoppers with Social Login. So, you are on a really sound footing when you offer this feature to website users.
There are plenty of customers who will share your brand with their friends on Facebook by sharing the purchases made on your ecommerce site. This will create an atmosphere of trust by building “social proof,” which is the new currency of credibility. This will definitely play a role in boosting your conversions.
Access to the Facebook profile data (Social Login makes it permission-based) means as a website owner you can push through personalized product suggestions that are based on the data gleaned from a user’s social graph. Gifts suggestions on birthdays or anniversaries are par for the course with this data in your hands. You can do so much more with it to create personalized online shopping experiences that will take your conversions northwards.
Better User Engagement Means Better Conversions
Social media has changed the way people interact with web content. They want to engage with this content on multiple levels, and there is a direct correlation between content and customer engagement. The content on your website represents your brand, and the more your customers engage with your content, the more they engage with your brand, and the more they will convert. Users signing up with their social identities are more prone to share website content with friends on their network; there is also a tendency to share product reviews, write comments and simply spend more time on the site. The fact that their site account is closely linked with their personal account means they are more comfortable using the site, and it is this comfort factor that keeps the conversion count going.
Do Not Get Left Behind
Humans have a tendency to look at any new technology and the benefits it brings to the table with suspicion. The same is the case with Social Login, with many small businesses still trying to make up their minds about offering this login solution on their sites. The problem is, Social Login has begun reaping rich dividends for the biggest players in the industry, and not using it will just kill your conversions. Social Login is definitely an idea whose time has come, and you don’t want to let this opportunity pass you by.
All said and done, if you come right down to the single most important factor that makes Social Login an important player as a conversion booster, it is convenience. It socializes a web property for both the business and its target customer. For the user, logging into a site becomes a seamless straightforward activity and at the other end of the spectrum, the business benefits from convenient social data mining resulting from the process of Social Login. The benefits cut both ways and that is why this social solution is a huge conversion booster.
While Facebook holds center stage as the most popular social login, customers are looking for choice. A website offering a smorgasbord of social options for user login is poised to experience more benefits than a website offering a limited number of options. The point is this, why not maximize your conversions and take your brand across multiple social channels allowing customers to engage with your brand (read website) with their social identity of choice.
We referred to the State of Marketing survey earlier in the article, the same survey states that the priority of 47% of marketers is increasing conversion rates and there is no doubt Social Login will play a huge role in fuelling their efforts. A sociable login solution is just one of the many ways you can leverage the power of social media to improve your conversion rates. But, what makes it different from others is that it’s remarkably easy to exploit its features for business benefit.