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.