Understanding the Benefits of Social Login – How does it add value to your website?
Ever heard of “Password Fatigue?” You might be suffering from it but had no idea it had a name.
In fact, it’s the single most important reason that makes a strong case for Social Login
The “condition” (don’t go checking WebMD) manifests itself amongst consumers who grow tired of coming up with different username and password combinations for logging into websites.
The immediate result is that consumers leave said website, because they forgot, misplaced, or don’t care to retrieve their username and/or password.
To compound on this horrifying condition, users often end up (as a last resort) offering false/incomplete information while registering for any given website, which means they are targeted by ads that aren’t meant for them.
Password Fatigue doesn’t just spoil web experiences for users, but also becomes a nightmare for marketers and digital specialists.
Social Login to the rescue! But in all seriousness, website visitors are looking for a really simple and convenient way for logging into sites, and what better way than using their existing social accounts like Facebook, Twitter, Google+ or LinkedIn for this purpose. By making the creation of user identities simpler and fast, websites can boost conversions by improving their User Experience (UX). In fact, there’s a good chance that your target consumers prefer using Social Login as opposed to creating an all new account on your site.
Let’s take a closer look at what all of this means for your company’s website. Why is it imperative that you offer Social Login as a simple means to log-in or register? Will you be missing a marketing leverage or two, if you do not offer Social Login to website visitors?
First, let’s go through the benefits that are immediately visible:
- Simple. Easy. Fast = More sign-ups!
- Permission-based contact details like email ID can be pulled in from the social networks.
- Most people only have one social profile on each network, making the retrievable data more authentic. Fake emails will no longer penetrate your sign-ups!
Now let’s see how Social Login delivers value to your site, in more detail.
Personalized Online Experiences
74% of businesses believe improving the user experience will lead to improved sales and conversions. 2013 can well be called the year when businesses with a strong online footprint realized the importance of offering a satisfying the user experience. But, users on the web are notoriously impatient and fickle minded; they’ve begun expecting more from websites.
What they’re looking for are web experiences tailored to meet their needs and requirements to perfection.
Social Login adds value to your site by helping you deliver what target audience wants. To understand how this happens, let’s take a look back in the not too distant past, when Social Login hadn’t emerged on the scene. This was the time when marketers tried to understand their online consumers through exhaustive user registration forms.
As we mentioned earlier, in recent years password fatigue has clutched your users, leading them to fill out wrong or incomplete information when signing up. One of the unwanted results besides businesses receiving false information, is that marketers ended up using that false information to personalize content or push offers. You can image how this practice has annoyed the targeted recipients beyond repair.
Social Login makes personalization more effective because marketers get permission-based access to a user’s personal content available on the social network, like their location, preferences, interests, place of work etc. Promotions targeted with such information can result in reduced cart abandonment which would increase customer acquisition and encourage repeat purchases—creating brand ambassadors in the process.
Users Spend More Time on your Site
Facebook has also released stats that further strengthen the case for Social Login. One such statistic is that users who sign in with Facebook on The Huffington Post spend more time on the site as compared to average readers.
So, if you want your site to become more “sticky,” you must incorporate Single Sign On (SSO). The fact that users are able to carry their social presence onto your site ensures they’re able to engage with it more effectively. The simple truth is that when users log into a site with a Social Login, their aim is to not just interact with the site but with their social graph as well. Think of using Social Login as getaway to the various social plugins that are used on your site.
It’s all about the Data
When implementing Social Login on your site, there are two aspects surrounding data that you need to understand:
- How to get the “right” data
- Making that data work for you
Social Login is a permission-based user data collection method. When users log into a site using one of their social IDs and consent to share their data, they allow marketers to view information that they have actively chosen to share—which makes it infinitely more accurate. Using this method, marketers have access to hundreds of data points about the users who visit their site, use their products, and share via social media. With just a click of a button from the user, the marketer fetches a whole world of measurable data about them.
This “world of social data” can contain hundreds of possible points, so marketers really need to identify which ones are going to the the most important for their user-base. To narrow down what data points qualify as necessary, marketers should ask themselves questions like:
- What are my company’s goals related to user data?
- How will each data point be utilized?
- Are the data points relevant to our active campaigns?
This is the main reason why more and more businesses, instead of forcing users to complete unpopular web registration forms (and create yet another set of usernames and passwords), have chosen to offer Social Login as a way to boost sign-up rates. You can learn more details about navigating the Social Login process and all its benefits by reading ‘The Executives Guide to Social Login.’
User Engagement Friendly
Social Login is an integral part of your website’s social media matrix because it makes the lives of your user’s easier, and by association also helps create an environment for better user engagement. It is the first step that your web presence takes to engage with the visitors. Your advantage is that you don’t really have to try too hard to engage your visitor, because you already know so much about him/her through data sourced from the social network. With users spending more time on social media, there is a truckload of user data available for your benefit, which allows you to achieve a level of prescience as far as user expectations are concerned. Delivering on these expectations becomes much easier as a result.
To learn more about User Engagement and what it can do for your conversion rate, download our free guide as a resource.
Users want it, So give it to them
Your website needs to be sociable and a Social Login is a huge step forward in this regard, but there is a bigger reason why it needs to be implemented on your site—your target users want it. In a world where users want to be connected with their social networks at all times, you’ll be making a cardinal mistake if you’re not implementing the powers of Social Login.