In eCommerce, optimizing the user sign-up and login process is essential to ensure a smooth, satisfying experience, especially now that we’re moving toward a cookieless world where you’ll need your own data (First Party Data) to run marketing actions.
An increasingly popular and beneficial option for eCommerce businesses is implementing Social Login. At Trilogi, we analyzed the results of one of our clients that uses the LogiCommerce eCommerce platform to find out firsthand why it’s worth adding Social Login to your eCommerce, based on that client’s data and statistics.
We analyze Social Login usage in an eCommerce running on the LogiCommerce platform
Social Login has been common practice in many eCommerce sites for some time. We wanted to analyze whether it’s really worth implementing in an online store. Here are the data and how it’s used in a real eCommerce:
Over a two-month period, the eCommerce we analyzed recorded 984 Facebook logins, an average of 15 logins per day, and 3,392 Google logins, an average of 53 logins per day. In the same period, 6,092 users went through checkout and registered.
This means that over 70% of users used some form of Social Login during this period.
These are clearly very significant figures. A Social Login usage rate of over 70% means that 7 out of 10 users chose this sign-up method. Many of them would surely have abandoned their purchase without this alternative. In fact, a study we show below indicates that 4 out of 5 users abandon the process without this option.
Key success factors of Social Login in eCommerce
The first reason is basic: it simplifies registration. According to a WebHostingBuzz study, 86% of people dislike having to create a new account on an online store. Social Login solves this by letting users access the eCommerce with their social media credentials, such as Facebook or Google. This removes the need to fill in registration forms, making the process faster and simpler for users.
The same study also shows that 77% of people prefer using Social Login to access websites rather than creating new accounts. This is due to the comfort and convenience it offers, since users can use their existing credentials from trusted social networks.
Another benefit, which follows from the reason we’re describing, is lower abandonment during registration. The statistic is clear:
4 out of 5 users abandon the registration process if Social Login isn’t available.
By not offering this alternative, you’re losing potential customers and compromising your eCommerce conversion rate. Implementing Social Login gives users a convenient option that reduces friction and increases the chances they’ll complete registration and make a purchase.
Giving users the option to register and log in to a website with their social media accounts has simplified the login process and improved the user experience.
Social Login also gives eCommerce businesses a valuable source of customer data. Using social media information such as interests and preferences, businesses can personalize shopping experiences and offer relevant products and promotions. This has led to higher customer retention and greater brand loyalty.
In short, Social Login has proven to be a successful strategy in eCommerce. By simplifying the login process, providing valuable customer data and leveraging the virality of social media, it has contributed to the success and growth of online businesses. When considering implementing it, it’s essential to take users’ needs and expectations into account and to ensure the security and privacy of their information.
Using LogiCommerce? Ask us to activate Social Login on your eCommerce!
