Are long registration forms on your website negatively affecting conversions? As per the past few researches, I am pretty much sure that your answer will be yes. The recent study by Blue Research stated that around 90% customers suffer from mistargeting, but along with that 83% also admitted to submit wrong information in registration forms which caused mistargeting.
One way to solve this problem is by offering social login solution to your website visitors. The reason social login being so popular is because it lets businesses collect more reliable data about their audience and this data is specifically derived from the social profiles of users. Let’s understand how it does so.
What is social login?
Social login, also known as Social Network login, allows your website visitors to sign in to your site using one of their existing social media accounts. Your visitors are searching for a convenient method to sign in to your website and social login provides them that by letting them use their existing social media accounts such as Google+, Facebook, Twitter, etc for this purpose.
By simplifying the process of registration, businesses can boost conversions by enhancing customer experience. With 77% users admitting that social login is a great registration solution, there is no reason why you should not take social login seriously. Still confused? Here I have listed down some reasons that explain how social login adds value to your website.
- Personalized user experience :
It is a well known fact that improving user experience results in better conversions and improved sales. But it’s not that easy. Visitors now a days are getting smarter and expecting that you understand their needs. Social network login helps you to deliver what they want.
To understand how, let’s go back to the past when the concept of social login was not there. During those days the only way businesses used to understand their audience was with the help of the data provided in customer registration forms. But as stated above, with so many users filling wrong information in these forms, the efficiency of registration forms is more of a question.
But the situation is not same with social login. Many social media networks hold so much data about your audience that you want. When the user sign in with social login, their social data is provided to business which is highly reliable and plays important role in understanding their audience. The more you understand your audience, the better experience you can provide them.
- Enhanced user engagement :
Social login is an important part of your website as it makes the lives of your audience easier thereby boosting engagement. It works as the first step to engage your audience. The positive point is that it doesn’t require you to work too hard to engage them as you already know a lot about your audience, thanks to social login. With users spending time on social media networks like never before, these networks hold a huge amount of user data that you can utilize to understand your user base. With this, you can easily deliver value to your visitors.
- The secret weapon data :
While integrating social sign in on your site, there are two important things that you must keep in mind :
a. How to get the necessary data
b. How to utilize this data to maximize benefits
Social login lets you collect user data with their permission when the user login using one of his/her existing social media account. The data captured with the help of social media login is highly accurate.
But with too much data around, marketers need to understand which of these data do they really need in order to understand their audience. Following are some questions they should ask themselves :
a. What are my business goals?
b. How these data will be used?
c. Which of these data points relevant to my business?
In the age of social media, there is no reason why your website should not be social. But above that, the main reason you should offer social login is because your audience need it. If you haven’t implemented social login yet, it’s high time you should do it now.