Can Social Login Really Make a Difference?

Jul 02, 2013 3:17 PM  By

social-media-icons-ipad-300Logging on a retail site should be fast, easy, and stress-free but it can be more of a juggling act for consumers who can’t remember their passwords and ultimately resulting in site abandonment.

The typical internet user, according to the Janrain The Value of Social Login report, has multiple usernames and passwords floating around the web. In fact, the report found that 92% of those surveyed said they have actually left a site altogether instead of resetting or recovering their login.

How can you salvage these forgetful yet always connected users? According to Janrain CEO Larry Drebes, the answer could be social login. In fact, of those who said they have left a site because they could not remember their login information, 64% said social login was an option that brands should offer.

Not only will social login help keep a consumer engaged on your site, it will also keep your lists and data up-to-date. According to Drebes, most consumers share outdated personal information compared with retail sites than what they share on social media sites such as Facebook, Twitter, or LinkedIn. Generally, users of social media sites update their information the moment the changes occur including email, phone number, employment, and general interests.

The type of information you can potentially capture runs the gamut since there are currently 30 identity providers that enable consumers to use social networks or email usernames and passwords to login or register on a site. For example, according to the Janrain website, if a Facebook user signs on to your ecommerce site via a social login (and agrees to the terms of service), you could potentially have access to a plethora of data including gender, preferred username and About Me section, which may include such as likes, hobbies, and interests, and even their Friends list.

Drebes said as long as the consumer agrees, the information you capture can be used to tailor your ecommerce site to the shoppers needs, histories, and product recommendations.

While marketers and retailers benefit from social logins, your customers can too. The data can help your marketing team decide which engaged messages you want to send to a user and how, something that consumers find beneficial.  According to the survey, nearly 70% of consumers said they believed a site that offered personalization was “highly attractive” and 59% said social logins capability to suggest products and promotions were “very useful.”

The social login, according to Drebes, could be important for small brands as “a definitive way to leverage a much larger audience.”