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I’ve been receiving a lot of questions from companies asking why they don’t seem to get the right revenue that they should be earning even after creating a website and producing compelling content.
So I was thrilled to do research about other factors that may hinder businesses from reaching its full potential, and ended up with a great study, “The Value of Social Login” conducted by Blue Research.
As a business owner, you work hard to develop your website – from designing, uploading compelling blog entries, to putting up forum pages because you know that these efforts would encourage users to engage more, which means better conversion rate.
But do you know that it’s not just the design or the content that will encourage your audience to come back to your website over and over again?
User registration also plays a huge role in business’ success. According to the study conducted by Blue Research, four out of five, or 86% of users feel bothered when they’re prompted to create new accounts on websites, and this percentage is growing over the years.
Users hate long registration forms
I know companies are keen on getting profile data of consumers, and that makes a long registration form with over 20 questions seems like the best solution, but is it user-friendly?
Come to think of it, most of your customers are probably busy. They don’t have all the time in the world to fill up forms. It’s also annoying that some websites make it a requirement to type in personal information before customers can access something. This pushes them to transfer to a different site that don’t demand answering long forms and still offer the same benefits.
Another thing that holds users back from registering another account is the so-called “password fatigue”.
Password fatigue according to Macmillan Dictionary is the tiredness and frustration caused by having to remember a large number of passwords for electronically-controlled activities.
How many times do you have to register online and input different usernames and passwords?
Ninety two percent (92%) left a website login page instead of resetting or recovering login information.
The worst thing about this is that most companies think that the traditional registration process will help them get the accurate data, but that isn’t always the case. In fact, 88% of users admit that they gave incorrect information or left forms incomplete when creating a new account.
You’re losing a big chunk of your success just because of a simple form. Sad but true.
Users prefer social login
In the same study, seventy seven percent (77%) of respondents agreed that websites should offer social logins, and sixty percent (60%) of them agreed that companies offering social login are more up-to-date and innovative. Sixty five percent (65%) of consumers return to a website that automatically welcomes them through social login.
Here are great examples:
This creates a personalized experience, and may lead to better traffic and referrals, which will eventually result to better revenue.
- Rapid signup/user adoption: People won’t need to type a thing, they’ll simply grant your system access to their existing credentials.
- Photo integration: Social networks allow you to import the photograph of the user into your system immediately.
- Email contact: Many social networks allow you to pull in contact details from the user (such as an email address), making it very easy to allow you to communicate with users.
- Spam reduction: Because social networks authenticate individuals and generally don’t allow multiple accounts, the likelihood of false identities and spammers is significantly decreased.
The good thing about social login is that it doesn’t just make it easier for customers to register and log in to a site, but it also helps companies get access to a more accurate profile data that can be used to personalize user experience.
We’re always trying to look at the bigger picture when optimizing our websites, or when we’re finding ways to better profit from it, leaving the small things go unnoticed. What we don’t know is that even the simple things like user registration and login can affect what your business could be in the future.