Entrepreneurs are always trying to figure out how to engage their user more and boost their website’s conversion rate.
One way to do that is through social sign-on, also referred to as social login or lazy sign-in.
With social login, users can access your website using the social account IDs that they already have instead of setting up new login details for your website. And they don’t have to remember a new set of login credentials.
Simply put, social login enhances a website’s user experience while allowing marketers to collect more accurate user data, including gender, age, interests, relationship status and a working and verified email address.
Are you sold on social login yet? If your answer is still no, consider the following 6 things you need to know about social login and CRO that might just change your mind.
Social Login Is a Good Registration Solution
First of all, social login is not just an idea favored by marketers; 77 percent of users agree that social login is an excellent solution for website registration.
According to a research report by WebHostingBuzz, users wish that all websites offered this registration option.
Given the obvious correlation between the converting traffic your website receives and the site’s revenue, it’s important to adhere to the expectations of users by making the social login option available to everyone who visits your website.
More than likely, you’ll see a spike in user engagement. More users will turn to your website, rather than those of competitors that don’t offer social login. MailChimp, for example, reported that its failed logins dropped 66 percent when it introduced social login.
The Next Generation of Social Engagement
The technology world moves so fast that even a small delay in taking up emerging technologies can cost you your entire business, hence the phrase “adapt or die.”
This is the fate that befell Blockbuster. In 2004, there were 9,000 stores in the United States. Today, there is one, in Bend, Oregon.
When Netflix started sending DVDs through the mail, Blockbuster was very slow to respond. By the time they tried to catch up, it was too late. Netflix dominated the movie-by-mail market and had already set its sights on streaming video.
What Blockbuster failed to realize was that consumer expectations and needs were changing, and that the future belonged to companies that understood and found solutions.
While the social networking of the future might be different from today, the social media space will continue to expand as people seek out more and closer connections.
And now that social marketing and content marketing are becoming increasingly intertwined, marketers will have to figure out how they can tap into the next phase of social engagement.
Instead of publishing generic content and distributing it to everyone, marketers have to segment their audience based on commercial intent and interest.
The future of social engagement demands that marketers distinguish repeat users from new ones, registered users from those who are not and super-targeted users from generic.
The social login phenomenon is helping businesses hypertarget their audiences by understanding those dynamics through the information people share when they use social media websites to log into your website.
As a result, you can create more customized experiences for them.
Better Data Means Better Marketing Decisions
By getting a clearer understanding of your customers, you can redesign your product offerings to become better solutions for them.
And the more data you can collect about those who consume your products, the better you can tailor your business solutions and prepare your brand for the future.
Instead of being confounded by events in the marketplace that you didn’t have the data to see coming, you can prepare you for the inevitable.
By using social login, you can create working feedback loops that will help you collect testimonials or conduct surveys.
Going social will also improve the quality of the data you collect, and you’ll be at an excellent position to make better decisions in practically every area of your enterprise.
Social Logins Help Create Personalized Experiences
I think all of us have at one time or another received irrelevant promotions. A teenage girl might receive invitations to buy men’s suits, or a 60-year-old man might see promotions for bikini wax at discounted prices.
This kind of generic promotional tactic leaves users cold. According to Blue Research, 94 percent of consumers will discontinue a relationship if they get promotions that are irrelevant to them.
Through social login, you get a clearer, more accurate understanding of your customers, making it possible for you to filter the content you display for different categories of people who use your products.
This personalized experience makes for more engaged users. As you deliver to them products and services they are interested in, they start spending more time visiting your website, and doing it on a regular basis.
That said, it’s important to note that while the majority of users love personalized experiences, others find it creepy. So don’t be surprised if a few of them opt out because they felt you had too much information on them.
Social Logins Eliminate Incomplete or Incorrect Registrations
In a 2013 survey conducted by Janrain, 88 percent of internet users said they had entered incorrect or incomplete data on a registration form.
This finding is even more troubling when you consider that 74 percent of those users were frustrated when a website displayed content that didn’t align with their interests.
If users can sign in using social login, they don’t have to worry about entering any more information than their username and password.
It ensures that you get all the information you want (provided they’ve filled out all of information on their social profiles) without running the risk of losing a user who doesn’t want to fill out another form.
Lost Login Info Leads to Lost Conversions
Have you ever left a site instead of trying to recover or reset your login information? I know I have. In fact, a 2013 study by Blue Research showed that 92 percent of users typically leave a site instead of resetting or recovering their login information.
Everyone who visits your website does it because you have something to offer. The login sequence can feel like you’re making it harder for them to get their hands on your products.
By requiring them to create and remember a password for your website, some users will feel that you’re asking too much from them. When you offer social login, you ensure that these types of users keep coming back.
Social login pushes users toward becoming habitual and loyal users, ultimately serving as a boost to your consumer LTV (lifetime value).
One Caveat to Social Login
Everything I’ve talked about applies to a good chunk of the consumer audience out there. But keep in mind that if your business targets older segments of the market, particularly people 55 and older, you’ll want to be particular about the kinds of social logins you use.
Facebook members represent the widest age range among social media users, according to Pew Research, so using a Facebook login and not a Instagram login, for instance, might work best for your business
You should also avoid social login if your primary audience is located in countries where social media platforms are banned or restricted like China and Cuba.
Simply put, social login makes takes the effort out of signing up to your website, which can help you increase conversions. It allows you to collect the data you need to keep making your site a better experience.
And speaking of better user experience, here are some surprising examples of traditional digital marketing rules didn’t apply. Think about these as you improve your own site for better CRO.
Removing Product Descriptions and Buying Options Increases Conversions
Many of us have assumed that having product descriptions as part of a landing page would increase conversions because visitors want to learn more about the product. Available data shows that might not be the case.
Instead, doing away with descriptions increases conversions, sometimes by as much as 15 percent. This is what a college textbook affiliate website with lengthy product descriptions realized.
Conversion rates shot 15.3 percent the moment these descriptions, along with multiple buying options, were removed. If your target market already knows what there is to know about the products you offer, bombarding them with endless text will only reduce their enthusiasm toward the purchase.
The lesson here is to not just use conventional CRO wisdom: seek to find out what works and doesn’t for your brand and the products and services it offers.
For instance, the common practice for marketers is to copy the tactics that their competitors are using to grow on social media and paste them with almost zero alterations.
Instead, consider finding your own followers hack that others can copy from; be a trailblazer instead of always following everybody else’s path.
Images Convert Better Than Video
This is another example of conventional marketing wisdom doesn’t always align with on-the-ground reality of some brands.
In its attempt to increase conversions, Brookdale, a company that operates senior residence facilities changed its landing page to include a video to align with conventional wisdom that videos convert 80 percent more than images.
To the company’s surprise, the landing page with a video brought in less conversions than the one without a video. The image landing page did 3 percent better than one with a video. Therefore, instead of blindly following trends, find out if using these established norms will result to more conversions or only serve to distract people who would have converted.
Adding Clarity to Pricing Improved Conversion Rate
Is your target customer price conscious?
Then you should tread carefully when showing product prices on your website.
Instead of adding outdated low price tags to your products only to update the price upward as the customer checks out, show the exact price and allow the customer to make the decision to buy or not to buy.
Doing so will increase your conversions, sometimes by as much as 34 percent.
Though it might be common practice to obscure prices to entice customers, this tactic can lower your conversion rate. Some customers just prefer clarity over enticing prices that turn out to have been a marketing tactic to get them to make a purchase.
Following a Traditional Design Increases Revenue Per Customer
In a world where we have become accustomed to the newest and freshest, it can be surprising to realize that sometimes, the classic look can give you more conversions.
A good example is when the clothing line SmartWool redesigned its website layout for a more modern look and its conversions plummeted.
The company quickly reverted to its original (traditional) design and increased its revenue by an average of 17.1 percent for every customer. The lesson: Don’t be too quick to discard conventional design in the name of creativity.
Sometimes customers want consistency, predictability and familiarity as opposed to freshness, vibrancy, and new looks. A website redesign can become a distraction and therefore lower your conversion rate.
Marquis Matson is a writer, social media manager, and SEO content marketer for Social Growr. She currently lives on the coast of Ecuador, working remotely as a freelancer. Her primary focus is on building online visibility of new, up-and-coming brands, particularly those that promote health and wellness. She lives a nomadic lifestyle, though she’s originally from California.
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