We’ve discussed before the benefits of using social login to connect shoppers’ experiences on eCommerce sites with their social media profiles and to smooth the account creation process. Now there’s another compelling reason to bump social login up the priority list: It can be a powerful tool for enhancing the mobile shopping experience.
As outlined in our review of the latest Performance Index data and our 2015 trends outlook, mobile commerce must remain at the forefront of merchant’s preoccupations — after all, it’s now shoppers’ primary point of contact with brands. Close to two-thirds of all minutes spent with retail brands now occur on mobile devices, according to measurement firm comScore – and for a third of millennials aged 18 to 24, mobile is the only online touchpoint used for shopping.
Given mobile’s swift ascent, and given the dismally low add-to-cart and conversion rates and high abandonment rates most brands are experiencing, merchants ought to be hungry for tools that can help boost mobile engagement and sales. Social login is well positioned to do so, because:
- Acceptance and usage of social login is on the rise. More than half of Internet users have taken advantage of social login, and fully 88% are at least aware of the technology, according to a study by Blue research.
- According to Merkle/RFG, the majority of social media usage now occurs on mobile devices. Shoppers are accustomed to using social tools on their phones and tablets and may be more willing to use a familiar login tool than to set up a discrete account on a merchant web site.
- Finally, by using social login, merchants can piggyback on the innovations of leading companies such as Facebook and Google, improving their mobile experiences in the process.
As always, the devil is in the details; a poorly-executed social login implementation can cause more problems than it solves. To make the most of social login for mobile shoppers, merchants must:
Integrate completely. A quasi-integration with social media that still requires creation of a new password and even additional data entry in order to complete account registration will only frustrate shoppers. Instead, merchants should reward willingness to share social profiles with a minimalist signup process.
Additionally, merchants should connect social login with functions across the site, from wishlist creation to sharing products to saving cart contents for later reference — a crucial piece of functionality for mobile users who may want to revisit items in stores or on desktop computers.
MarketLive merchant Title Nine offers shoppers the ability to save cart contents, and enables social login that requires nothing beyond a username and password to activate.
Heed privacy concerns. While merchants should take advantage of social login’s potential to unlock user profile information, they must also heed privacy concerns and proceed with caution. Shoppers are wary of surrendering too much information while exploring shopping’s digital frontier, with 88% saying “there are too many technologies tracking and analyzing our behavior” and 86% saying “consumers have lost control of their privacy” — that’s 11% higher than the global average. Nearly three in four U.S. consumers say remarketing and personalized ads are “creepy”. And on mobile platforms, 42% of consumers say accessing their geographic location is an invasion of privacy.
To allay concerns about privacy, transparency should be the norm, and merchants should prioritize what data they need to track key metrics, versus “nice to have” information that might be interesting, but provide no actionable insights. Once they’ve convinced shoppers to engage as registered site users, merchants can request further information incrementally.
For further tips about social login, see MarketLive Founder and CEO Ken Burke’s recent article in Retail Online Integration titled “Why and How to Use Social Login to Win Customers.” And check out MarketLive’s recent whitepaper on analytics, “Connecting Data Points and KPIs in a Multi-Channel World,” for further best practices on collecting mobile user information.
Are you using social login? Why or why not?