Social Login Increases Landing Page Conversion by 52%
We decided it was time to practice what we preach. Here at LoginRadius, we talk a lot about Social Login and how it increases website and landing page conversion, but we figured we had better put it to the test!
You may have heard us claim that Social Login has been proven to increase conversion, on our homepage, or in some of our other blog posts, like Do Your Landing Pages Suck? and 5 Killer Social Tools for Shaping Up Landing Page Conversion.
We know it increases conversion because we have talked with numerous customers, who have experienced conversion rate increases of up to 68%.
We have tested it on our own homepage as well, but until recently, we didn’t have it on our landing pages at all.
So as all good marketers do—we tested it—with a fairly confident hypothesis that it would increase our conversion drastically.
The Social Login Test
For two weeks we put Social Login on 3 of our eBook landing pages, making it our variant. If you would like to see this live, you can check out our various landing pages, when you select any of our premium content.
And compared it to our previous design (the control):
We chose to offer Social Login through LinkedIn, Google, and Facebook for a few different reasons:
1) Facebook is the most popular social ID provider, according to our Q1 2015 social stats report.
2) Google is the second most popular ID provider.
3) LinkedIn’s primary audiences are business professionals and LoginRadius is a B2B company.
4) Twitter doesn’t allow you to capture email addresses, which is the main data piece we were wanting to collect.
The results were right in line with what we already predicted; by adding Social Login to our landing page forms we increased conversion by 52%.
The landing page without Social Login had a conversion rate of 32%, while the landing page with Social Login spiked up to 49%! So with 99% significance, we can say our conversion rate increased by 52%.
But why did it increase?
Why we presume Social Login increased conversion on our landing pages
- People don’t like filling out forms.
- Social Login makes it quick and easy to download.
- It highlights and draws more attention to the form with the bright colors.
What increases have you seen when you implemented Social Login on your landing pages?