1. says

    Great post, Jay. I am actually surprised by this, as I personally don’t like to log-in everywhere with my Facebook account. Feels like I’m increasing the dependency with them but I get your point how it makes more sense to do so: no new password to create or profile to fill, so indeed it becomes frictionless.
    By the way, small typo in your opening paragraph: there’s one zero too many in your conversion target of 1,500 (not 1,5000).


    • says

      I agree, sometimes I get a little leery with using Facebook for that purpose, which is why I often connect with Twitter. I am surprised, as noted, to see Google so high on the list as a social sign-in option, but maybe there is trust in that brand among users? Thanks for the heads up on the typo. Fixed.

  2. mramsey says

    Hi Jay. Good point and data. However, I was wondering if you have found and differences in the data between eCommerce and non-eCommerce sites? Are customers more hesitant to use a social sign-on when making a purchase? Thanks.

  3. says

    It seems like one of those “No-brainer” moments that reducing time spent filling out another tedious form would boost conversions, but sometimes the simplest solutions are the hardest to see. Great point made, I personally use social log-ins regularly.

    In fact I prefer to log in via my social channels, but notedly on one very important caviot–that my activity is not broadcasted on my pages. If I watch a presentation on SlideShare I don’t expect to see it pop up on my profile, but I have. Luckily it was just an SEO slide by the great and powerful Rand, but it was still a harsh reminder of just how fragile the security of my personal information is.

    Certainly we all know that our privacy is limited because of what we choose to share through our social channels–how could we not with the fire storms Facebook has endured?But when a site takes advantage of, or even so much as reminds us of this semi-Big-Brother-esk quality, it can only be detrimental to how much I, the user, trust that site. And we all know the importance of trust.

    • says

      Thanks for the smart comment Reyna. Indeed, if you look at the Webinar, the technology Janrain is using, called “frictionless sharing”on TMZ is pretty amazing. It does automatically share your behaviors if you connect it to your Facebook account, but each time it’s about to share, it gives you a visual count-down clock, so you can opt it at the individual social asset level. Really fascinating approach.

  4. says

    Totally agree with this post, although I think if you provide too many options people forget which one they initially logged in with. Another area that sites often neglect is putting social sharing calls to action next to all their content. Get your 100,000 visitors up to 150,000 and get 1% conversion up to 1.5% at the same time!

  5. @thoughtshiftuk says

    Very interesting post, I wonder where you’d say it’s advisable to draw the line? It seems possible to provide too many opportunites to integrate social into your site, do you stick with the big social media players? Or would it be best to provide some more niche options depending on where your target audience is?

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