An interesting website requires a profile set-up and login. Do you really feel like typing in your personal information? That gets old, after awhile. The folks at LoginRadius performed a study on social login and social sharing on the Internet. This innovative social platform powers social login and sharing on over 100,000 websites. The company has a monthly reach of over 15 million users. They analyzed their data for the first quarter of 2014 and came up with insightful conclusions. Other companies have studied these issues. Their insights support the LoginRadius data. Bottom line: Social login, or allowing visitors to log in via social media, offers a viable solution.
1. Password Fatigue
In 2012, Janrain conducted an Online Registration and Password study. The results indicate that 58 percent of online adults have five or more unique passwords associated with their online logins and 30 percent of people have more than 10 unique passwords. An additional 38 percent of people would rather fold laundry and scrub toilets than to try and come up with another new user name or password. Another 38 percent think that solving world peace is easier than remembering passwords. The results of a follow-up study, performed in 2013, indicate that 92 percent of respondents leave a website during sign on instead of resetting or recovering password information. OUCH! In contrast, social login offers a one-step process.
2. It’s Not Just About Convenience
HubSpot notes that many people hurry the sign-up process by providing an email address they rarely use, submitting a different name, or marking false preferences. These folks might register to read a specific article on your site, by they have no interest in maintaining a long term relationship. Your ensuing marketing efforts fall upon dead ears.
3. Engagement and Sharing
If your visitors use social login, they stay connected to their social network as they peruse your website. If they discover an interesting post on your blog, a single click lets them share it with their network.
4. More Time Spent on Your Site
If visitors discover one share-worthy article on your site, they will probably spend more time perusing it. An article on the LoginRadius blog explains that social login increases the amount of time that visitors stay on your site. “Time spent is one of marketing’s favorite metrics” notes Lauren Drell of Mashable. In fact, time spent on website is a recurring metric in Google Analytics. Increase the time spent on your site, and increase your search engine rankings.
5. Learn About Your Visitors
The network your visitors use for their social login tells you a lot about potential clients. If you see a trend toward a particular network, focus your social media marketing strategies on that site.
6. Social Login User Preferences
Now that you understand the potential benefits of social login, which sites should you use? The results of the LoginRadius study indicate that 49 percent of users prefer logging in with Facebook on a websites, while 28 percent preferred Google+, 8 percent, Twitter and 4 percent Yahoo!
7. Social Login Website Owner Preference
LoginRadius reports that the majority of website owners use Facebook for social login. Twitter and Google+ tied for second place.
8. Industry Specific Preferences
Although Facebook still rules the roost in terms of social logins, Giga reports that in 2013, Google+ made a 3 percent jump for logins on travel and hospitality sites. This makes sense, considering the social network’s ties to the world’s top search engine. As noted on Social Media Today:
On Google+, those consumers will find travel articles, photos, brand or business details, destination facts or statistics, and Zagat reviews. The unique combination of professional and user-generated information, G+ streamlines SEO and social efforts. Together, these work to increase visibility and traffic.
9. Make It Mobile
The results of the LoginRadius study indicate that only 16 percent of Internet users use social login on their mobile devices. Facebook, however, reports that in the third quarter of 2013, 48 percent of their daily active users and 49 percent of ad revenue came from mobile. Consider enabling social login on the mobile version of your site.
10. The Age Factor
LoginRadius notes that “Users under the age of 35 are 2 times more likely to use social login than older users.” Although this is true at the moment it will probably change as the older population becomes more social media savvy. Case in point: A few years ago, mom dad and the kids were not hangout out together on Facebook. Now, even grandma and grandpa are joining the party. As older people show concern about memory issues, the one login fits all will sound very appealing.
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