Is your website's long membership registration form negatively affecting your marketing efforts? According to a new study, it could be.
The Consumer Perceptions of Social Login Study, which was conducted by Blue Research and commissioned by Janrain, reveals that 98 percent of consumers claim that they have been mistargeted by marketers. However, this is typically not the fault of the marketer, because 83 percent of the survey respondents also admit to giving false or incomplete information when registering at a website.
One way that marketers can avoid obtaining false information from consumers is by offering social login on websites. This is because social login allows site owners to collect more accurate date that is derived from social profiles. Not only can this feature improve a brand's marketing efforts, but also traffic and engagement metrics. In fact, the study found that 92 percent of consumers have left a website instead of resetting or recovering their login information, and 64 percent of consumers who frequently leave sites when login information is forgotten think that social login would be a helpful feature.
That being said, another reason why consumers prefer social login is because it helps personalize their online experiences. According to 67 percent of the respondents, social login's ability to deliver a more personalized experience, which includes delivering relevant ads, is highly attractive. Moreover, 65 percent of consumers agree that they would be more likely to return to a website that remembers them without a username or password.
However, for companies, one of the biggest benefits of offering social login is its potential to help acquire new customers and increase conversions. This is because social login not only makes it easy for consumers to register on a website, but it also makes it easy for site visitors to share content with their social network - which provides brands with free word-of-mouth advertising. For example, 78 percent of the survey respondents say that they have navigated to a website as a result of a mention from someone within their social network, while 72 percent have considered purchasing a new product or service after viewing a positive comment or message from someone within their social network.
Now for the biggest surprise of the study - most consumers would prefer to use their Pinterest credentials when signing up for social login. While this social network has seen a lot of success over the last year, it is a bit of a shocker that more people would choose to use their Pinterest account for signing into a website than the world's number one social network - Facebook.
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.