Signing up on a website is probably the most tedious task. Imagine filling forms every time you go to a new store to buy something. You may think that it's a one time job so, why should it bother anyone. But when almost every website asks to fill details, so that the customer can access the website's content, this 2-minute job becomes monotonous. There is a good chance that one might leave your website the moment they see a sign-up page with no alternatives to sign in directly.
(There is no option for social login in the above picture)
One can argue that the website can offer the option of guest check-out but getting the details of the customer is essential for your business. So how do we find a middle path that solves both customer's and merchant's problem? The answer is Social Login.
Social login acts as a shortcut between the merchant's desire to get customer details and customer's reluctance towards filling forms. Social login gives customers the option to login through facebook, google, twitter, amazon or any other popular platform. There is an excellent chance that the customer already has an account with the websites mentioned. But social login serves many different purposes.86% of users report being bothered by having to create new accounts on websites. 92% of users will leave a site instead of resetting or recovering login info.
Let's have a look at them.
- Quicker sign-in
Quicker sign-in is the most significant advantage of social logins. Majority of customers are pre-logged into popular social websites. Hence they don't have to fill even a single detail to sign in.
- No pressure to remember passwords and usernames
We all dread the password, confusing to remember and even more challenging to think of when the website asks for a password with unique characters and capital letters. If one forgets it, they have to go through the process of retrieving it. Social login lets you be at ease when it comes to remembering passwords.
- Increased data security
Personal data theft has been the talk of the town for a while. Even though people aren't comfortable with websites stealing and sharing the data, many still feel comfortable signing up on known websites. It is difficult for them to trust a new website. Hence signing through google or twitter assures them that an unknown website won't unfairly use their data. This helps the customer to trust your site.
- Avoid spam and fake accounts
In a hurry to sign up quickly, customers may fill the wrong information. Like User name as ABC XYZ79% of smartphone users have made a purchase online using their mobile device in the last six months or phone numbers as 123456789. '
Customers are likely to forget the username and password they used to sign up on your website. This may lead to multiple accounts by the same customer.
- A decrease in the number of abandoned carts
A customer sees a product on Facebook or Instagram. Clicks on the product, add it to cart and then comes the mandatory sign up. If you give him the option to sign in through other social media platforms, he is likely to continue the purchase. Else he will probably leave the website because he doesn't want to go through the pain of filling out the registration form.
79% of smartphone users have made a purchase online using their mobile device in the last six months. This staggering amount is an indication that every online store should be mobile friendly. Social login makes every website mobile-friendly since the customer is pre logged in social media platforms.
Social login is definitely a feature that is essential for your e-commerce website. It would not be wise to lose customers because you did not add social login as an option for your customers. It’s not just a feature but a strategy for customer retention. There is a lot more that can be done for customer retention other than social login. We will add all those strategies in our upcoming blogs.