Marketers often struggle to convert visitors to subscribers because of their complicated registration process. Studies show that 90% of visitors will go to a different site rather than having to go through the process of retrieving a lost password or creating a new account. To combat this, social login has become increasingly popular across the online community.

What is Social Login

Social login enables visitors to a site to use an existing identity (for example your Facebook username and password) to register for an account, make comments, subscribe to newsletters or interact with an app, etc. Behind the scenes, there is an electronic handshake between the identity provider (ie facebook) and the site. Inside of the handshake, permissions and relevant data is passed onto the site. Common data passed in the handshake includes email, location, gender, age, friends, etc.

Why Social Login Is Good for Marketers and Visitors

Convenience + Accuracy:

People hate forms. Social login is much simpler than the usual form driven registration process. Not only is the data more accurate than a form but social login gives the users a better experience. Because of its convenient set-up, social login convinces visitors to stay on the website longer instead of going to another page. More time spent on the site increases search rankings as well as improving the likelihood of gaining a new subscriber.

Repeat Customers + Increased Users:

By giving users an easy way to register for an account of your site, you don’t only improve their experience. You also increase the probability of that customer returning to your site, as well as encouraging them to share their experience with more people.

Personalized Content:

Social login lets websites have access to a user’s personal content on the network with which they registered. This allows the site to personalize the content it presents to the user by plugging in criteria such as age, gender, interests, occupation, and location, which gives the user a much more satisfying experience.

Social Login = Win | Win | Win