If you’re looking for ways to enhance user experience on your website, look no further than social logins. With so much of our daily lives taking place online nowadays it can be a chore to remember yet another username and password combination. Social logins makes it easier for people to register on your site and quickly login using their existing social network or email identities.
Complicated registration or sign-in processes are big turn-offs for consumers. In fact, a 2013 study found that 92 percent of shoppers abandoned a website rather than recover lost login information. That’s one statistic you can’t afford to ignore. Over the past five years, social logins have become increasingly prevalent online thanks to options made popular by Facebook, Twitter, and Google+.
Today, we’re taking a closer look at the latter. Below you’ll find case studies on how developers at top brands are using Google+ Sign-In to increase registrations, drive app installs, and improve overall engagement on the web and mobile.
HotelTonight, a hotel booking app that provides easy booking of same-day hotels, is a great example of how simple it is to integrate social logins. The brand began testing Google+ Sign-In nearly one year ago to see whether, when combined with Google Wallet, it’d increase its signed-in user base and purchase conversion rates.
Since then, HotelTonight’s Android user base has grown by 50 percent, while overall signed-in users on Android increased by approximately 100 percent. The brand found that signed-in Google users convert to purchase 50 percent more than those who signed in using other methods. Additionally, they interacted more with the app post sign-in — 23 percent of them returned 1-3 weeks after signing in, the highest rate of return among HotelTonight’s sign-in methods.
Establishing trust, especially when mobile or online purchases are involved, is critical to your bottom line. Like we said before, consumers would rather abandon a website than have to recover lost login information. Social logins, particularly Google+ Sign-In in this case, can help you avoid those missed opportunities.
Using Google+ Sign-In and Google Wallet, Fancy — a place for people to discover, collect, and buy goods — created a consistent and trusted user experience for its customers. And as a result, the brand saw increased high value order fulfillment.
“Results showed that users who were signed in through Google were even more likely to purchase than their counterparts, and were also more profitable for Fancy,” stated Andrew Tuch, Fancy’s EVP of Operations. “This group’s average order value was 14 percent higher as compared with the average value of all orders made.”
Here’s an even better example that demonstrates the full power of Google+ Sign-In. Flixster is a popular movie service where consumers can read movie reviews, find showtimes nearby, and build a want-to-see list. Movie buffs can access Flixster from their mobile devices as well as on the web, which is why the brand utilized a number of valuable features — including Google+ Sign-In, over-the-air installs, and app activities in Google Search.
Since integrating social logins, 35 percent of Flixster’s user base login using Google+ Sign-In — it’s actually the most popular third-party sign-in option on the web. Impressive in its own right, this helped boost discoverability of Flixster’s Android app with 37 percent of signed-in users accepting the over-the-air prompt to instantly download the app on their mobile device.
In addition to improved discoverability, by adding app activities in Google Search, people searching for Flixster can actually see movies that are popular among Google+ members. Highlighting popular films in search results provides more opportunities for direct clickthroughs to Flixster’s website, inviting more engagement. And with interactive posts, the company has enabled its fans to invite friends to see movies through a Google+ post.
You can see how Google+ Sign-In can work on a number of levels to help you achieve your sales and retention goals. Whether you’re operating solely on mobile, desktop, or a combination of both, social logins help establish trust while reducing the burden (and friction) of a complicated registration or sign-on process. For more information on how you can get started with Google+ Sign-In, visit the features page on Google Developers site.
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.