Unless you’ve been living under a social media rock, you’ve likely come across the option to register for a website using your existing social media identity. Privacy issues aside, using social login is a great way to acquire not only more users, but also customer information that’s critical to establishing a truly social brand.
1. Social Login Helps Deter Shopping Cart Abandonment
Research shows that on average, 75 percent of ecommerce sales don’t occur because site visitors abandon their shopping carts.
And one of the main reasons for this mass exodus online is the requirement to complete lengthy registration forms at the end of the shopping experience. In such a busy, fast-paced world, who wants to fill out registration forms from scratch?
Not only that, but having hundreds of distinct usernames and passwords for all of the sites we frequently buy from can be difficult to manage for even the most organized online user. Not surprisingly, 40 percent of online shoppers use the “Forgot Password” feature at least once a month!
With social login integrated into your shopping cart process, customers can simply use their existing social media profiles to create an online account. This leads to less friction, and it also prevents the loss of millions of dollars in ecommerce revenue.
2. Social Login Makes Sharing Easier
The average online shopper spends almost 55 hours per month on social networks talking about brands and products and their shopping experiences. And 68 percent of users say they use social network sites to read product reviews.
Helping customers share about their purchases and experiences with your brand more easily will get you much-needed exposure. It will also ensure that your products are shared with relevant, high-value customers who are much more likely to spend time on social media sites than on your landing page.
Considering the fact that customers are four times as likely to make a purchase when referred by a friend, your brand can’t ignore the awesome sharing potential that social login provides.
3. Social Login Gives You HONEST Customer Data
Unfortunately, 88 percent of customers admit they’ve lied on an online registration form. So even if you’re getting a high conversion rate from your existing forms, you can’t assume the data you’ve gleaned is accurate.
Social media sites have bolstered users to develop online personas as a means of staying connected and building a strong network. That means when users sign in using an existing social media profile, there’s a much higher likelihood that the data is truthful, giving you a more concrete opportunity to tailor your brand to those most likely to convert.
According to a recent study conducted in the United Kingdom, while 57 percent of customers find it very useful to receive targeted promotions and deals from brands, 96 percent report receiving offers that are mistargeted. Considering the fact that 64 percent of customers are more likely to return to a brand if the experience is personalized, and that 54 percent will recommend that website to friends and family, it’s easy to see how you can bolster consumer confidence in your brand by providing a truly social experience for your customers.
Social engagement starts with knowing your customer base and understanding the online conversation about your brand. Incorporating social login into your shopping cart process will not only help you understand the relevant metrics surrounding your customers, but also help your brand excel in the burgeoning arena of social commerce and create a truly social experience.