A guide to significance of Social Login for businesses

Thursday 4 June 2015

How leading brands are boosting Sign-up rates with Social Login?

With the increasing growth of social login feature, the value of converting anonymous visitors into registered users is obvious for brands. The benefits of capturing customer identity are known to all- getting first party reliable user data which can be extremely beneficial to drive conversions by offering personalized experience.

But to make this possible, it is very important to make the registration process smooth and hassle-free. Social Login, also known as Social Sign In does a great help here by letting users sign in to the website using their existing social media accounts. Let’s take a look how leading brands are using Social Login to boost sign-up rates :

1. Travel and Hospitality Industry :

  • KLM :

KLM Sign Up form

One of the leading brands of travel and hospitality industry, KLM.com asks its users to create an account when they arrive on the website. To create account they give users the option of traditional registration which is quite lengthy as shown in the image displayed above. To save users time, they also provide the option of signing in using social media networks with the help of social login. Also in order to convince users to register, they have clearly mentioned the benefits of creating account including having personalized homepage, ability to book tickets online, etc.

2. E-Commerce Industry :

  • Lane Crawford :

LaneCrawford Sign Up form

Leading eCommerce brand lanecrawford.com asks users to join its “word of style” by showing three benefits of registrations. Along with free shipping on all orders, customers can also experience one-step checkout, can know about new products very soon and also get rewarded benefits. For registration they give preference to social login in order to acquire maximum users. But for those who are yet not comfortable with social login, can also use the traditional registration system. This helps businesses with maximum sign-up rates.

3. Entertainment industry :

  • Last.fm :

Lastfm sign up form

One of the largest online music catalogue, last.fm allows users to free listen songs, videos, photos, biographies and concerts. By creating account on the site, users can experience more personalized experience. When a user sign in with social media account (Here Facebook), based on user interest, they provide music recommendations. Users can connect with their Facebook friends on Last.fm and know what music they are playing. Users can also share their playlist and song listening activities automatically. As users are logged in using Facebook, it’s easy to know their likes and interests so that marketers can send them customized songs based on their interest. But again there is a certain portion of audience, who is not on Facebook yet, for them the site provides the choice of traditional registration system.

A registered user can benefit a business in more than one ways. Businesses are trying every possible way to convert unknown anonymous users into known registered users and social login is a great way to do that. Social Login simplifies sign up process thereby providing maximum sign-ups to the website. So if your brand is suffering from poor sign-up rates, go ahead and give social login a try!

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