How to boost conversions on landing pages with Social Login

Landing pages are the first place where users arrive after being directed from some ad campaign or email campaign or social media post. Once the user arrives on landing page, you have a few minutes to convince them to convert. A landing page is the best opportunity to turn a user into prospective customer thereby generating revenue.

Marketers spend lot of time creating an awesome landing page by adding informative content, contests, visuals, testimonials, etc so that they can immediately convince users to convert when they arrive on the website. But many a times it is all a lost chance because most of the traffic that arrive on website doesn’t bother filling out the lead generation form.

This creates a big question in front of marketers i.e. how to convince visitors to convert into leads. But before that let’s find out here why landing pages face the issue of low conversions.

Why landing pages face low conversion?

There are two prime reasons why most of the landing pages face poor conversions :

• Users don’t bother to fill complicated lead generation form
• Non-serious users end up filling incorrect information

Both of these situation can spoil your marketing efforts and lead to poor landing page conversions. To solve this issue marketers need to find a way that can make users provide their genuine information without making them annoyed and social login works perfectly here. To know how read on.

How social login solves the problem?

Social login also known as Social Network Login, provides users the ability to connect one of their social media accounts to download resources, attend a webinar or fill a lead generation form. All that marketers need to do is to put social login buttons such as Login with Facebook, Login with Twitter, Login with Google+, etc on the landing pages. Social login makes it easier for visitors to get the access to your content without any barrier and you will receive reliable first party user data of your visitors.

How does Social Login work?

With social login, when the user arrives on the landing page of your website, instead of a web form, the visitor is asked to connect one of his/her social media accounts in order to get access to desired functionality. When the user connect social media account, businesses get reliable user profile data including name, address, interests, likes, dislikes and much more. Using this data, more effective marketing strategies can be prepared.

How to implement Social Login?

Implementing Social login using Public API is a big headache as you need to stay updated with every major and minor change in APIs from different social media networks. But if you opt for unified social login providers like LoginRadius, all that you need to do is to put a simple code on your landing pages and you are done! Afterall you don’t want just a good looking landing page, you want a good looking landing page that converts.

How social login enhances landing pages?

The benefits of implementing social login on the website can be summarized in the following four points :

• Social login saves users time as all that it takes is one click and the users are able to access your web content.
• Businesses get permission based reliable first party user profile data which can boost marketing efforts.
• With social login, businesses can filter out non serious users from their target audience.
• For those who don’t want to connect their social media accounts, traditional web form can also be provided along with social login.

Social login makes the landing pages more social and is an efficient means of boosting conversions on landing pages. So if you are suffering from the poor landing page conversions, you should give social login a try!

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Best practices to create genuine customer identities with Social Login

Poor customer data is the surefire way to deplete business resources as well as time. Data experts are well aware of the fact that poor data damages efficiency of business and as per research, it can even cost businesses 20-30% loss in revenue.

Many blog posts have been written in the past about how third party data strategies are being replaced by more informative and more accurate first party customer data but learning how to actually gather and leverage this first party data is also equally important.

Social Login is a great way to get better customer insights. It provides first party user profile data to businesses when users sign in using one of their social media accounts. Here are some best practices to access this permission based first party user data with the help of social media login :

• Provide them a reason to register :
  
  If you want customers to share their personal information with you, then the first thing that you need to do is to give them a clear reason on why should they register. Without some additional benefits no one would bother to register and share his/her personal social profile details.
  
  
  
  
  Tripadvisor.com does a great job here by clearly displaying the benefits of registration. By creating account here with their preferred social media account, users can easily take advice from their social media friends and also share their own experiences.  By providing users the reason why they should share their social identity, businesses can boost more sign ups which means more first party data.
  
• Offer multiple login choices :
  
  Though we all know Facebook remains of the top when it comes to social login preferences (Source), we must not forget that there are other social media networks too on which users are active. Don’t limit your sign up rates by offering just one choice of login as we all know not all the customers can be on the same network. Choice is the king and that’s why you should offer at least three major social media networks ie Facebook, Google+ and Twitter for signing in to the website.
  
  Also make sure to give the option of traditional registration for those who are not on any of the social media network.

         Huffington Post, the popular online news aggregator and blog, provides its audience the     
         choice between the four major social media networks as per their audience preferences.
         Apart from this, it has also provided users the choice of traditional registration.

• Don’t ask for all the information at once :
  
  Asking for all the information at once overwhelms user and they might abandon the registration process. To that end, finding the appropriate time to ask for more user information is important in order to get authentic user data.
  
  So instead of asking all the information at once, first let users login to your website. Once the users are registered, you can offer some additional benefits (eg newsletter) in their user account in turn of asking some of their data.  For example, if a user clicks on an option that he is looking for custom newsletters, you can ask for his email id or let him connect his user account with Facebook. This helps user with better user experience and marketers with useful user profile data.

Data is the secret weapon to take your business to whole new heights and social login helps you to achieve that data without annoying users. With the above mentioned three best practices businesses can get reliable first party user data which leads to more user oriented marketing decisions thereby improving revenue.

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How Social Login is the key to personalization?

How many times it happened to you that when you arrived on a website and it asked you to create new account in order to access certain functionality? Did that seem annoying to you? Research says asking users to register is quite annoying.  But on the other side, users love it when they receive personalized experience. Basically, users don’t want to register but they surely want personalization.

This creates a big challenge in front of businesses as they need to find a perfect balance between the two and social network login has proven to be a great remedy here. But before coming on that, let’s see here how users behave on being asked to register :

• 54% users leave the website in order to find a simpler option.
• 88% among those who decide to stay, end up filling incorrect information in the form.
• 92% visitors prefer to leave the website rather than going through reset password process. (Source)

These points make it clear that users are not too happy creating a new account but if website offers personalized experience, users will return more, buy more and will not hesitate to recommend it to others. This indicates that users can agree to go through certain extent of registration process in order to get personalized experience but can immediately leave the website if it is taking too much time or is very complicated.

This creates a big challenge in front of marketers as they need to find a solution using which they can balance between the personalization without imposing complicated registration headaches.

How Social Login is the remedy?

The solution of this problem is to make the registration process as smooth as possible and Social Login has proven to be one of the most efficient means of simplifying user registration process. Basically, Social Login, also known as social media login allows gives users the ability to sign in to a website using one of their social media accounts. Since most of the users are already active on at least one of the social media networks, they already have at least one account to sign in to your website. All they need to do is to allow your site access to their social media network which is hardly a few clicks away. 77% users believe that social login is a great registration solution.

Here are three steps to boost personalization with the help of social login :

1. Collecting reliable user data :

When users sign-in and authenticate their identity using Social Login, it gives websites permission to access reliable first party user data including age, location, industry, social connections, interests and many more. With the help of this data businesses can understand who their customers really are.

2. Analysis and segmentation :

By in-depth analysis of this user data  businesses can uncover valuable information about their audience which makes it easy to segment the audience according to specific attributes such as language, interests, age, gender, etc. Collecting this user data with the help of Social Login is very simple.

3. Personalization :

After segmentation of user data fetched through Social Login, businesses can now offer marketing campaign personalization as well as real time personalization on the website. For marketing campaigns businesses can create more personalized strategies that can target specific prospects. On website, they can offer more personalized offers that can keep users engaged based on specific attributes such as gender, location, interests, etc.

Every year marketers are spending a huge amount to understand their audience in order to offer more personalized experience. Social Login balances out customer and businesses needs. It is a great way to gather user data without forcing the headache of time consuming registration.

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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 :
  
  

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 :

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 :

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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