Today Google announced the expansion of Google+ Sign-In, a single login for websites and mobile apps that lets people bring along some of their Google+ information.
The button, which is similar to those offered by Facebook and Twitter, allows visitors to sign up for an account on your website without having to create a separate username and password. By offering social logins, it gives you a chance to identify and learn more about your customers. Additionally, it lowers the barrier to entry, which could possibly result in a membership boost.
Launched last month, the new universal login and sharing system is already being used by hundreds of media outlets. Now brands like American Idol, Universal Music Group, and Fox Broadcasting have joined in. But while it doesn’t necessarily matter which social login option you choose, Google+ Sign-In is especially convenient if your company has an Android app.
Google has made it so that anyone who logs in to your website through Google+ will be prompted to download your app. Individuals will have the option to install your Android app over the air without even touching their smartphones. If your app is new, or maybe you’re worried that people don’t know it exists, you should consider adding the button to your website.
Additionally, if you already have an established presence on Google+, then we recommend that you also consider adding the sign-in option to your visitors. In addition to the original 10 launch partners, Google+ Sign-In can be grabbed through Gigya and Janrain. You can also read more about the development side of it on Google Developers. While it’s not guaranteed to affect your memberships (Google hasn’t released any data), it’s a nice gesture for your customers who prefer using Google+ over the other services.
And if you’re not completely sold on Google+ Sign-In, we still recommend offering other social login services, such as Facebook Connect or Twitter. Studies have shown that “password fatigue” could cost you business. Ninety-two percent of respondents reported leaving a website during sign on versus resetting or receiving password information. Social logins make it easier on your customers.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.