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Web Site Registration Via Social Login Can Increase Conversion Rates And Online Engagement

Janrain, a social web user management platform provider, released findings from its “Consumer Perceptions of Online Registration and Social Login” study, which surveyed a cross-section of 600 consumers nationwide. The report, conducted by Blue Research, noted that 86% of consumers are bothered by registering at a web site; 90% leave a web site if they forget their user names and passwords; and almost 90% give false information or leave forms incomplete when creating a new web site account. As consumers grow more frustrated with web site registrations, social logins ― the ability to sign-in to a web site using an existing, social online identity ― have emerged as an alternative for consumers. Janrain asserts that marketers have an opportunity to increase conversion rates and online engagement by replacing the traditional online registration process with existing social identities. “Failing to offer social login is a missed opportunity for businesses to improve ROI of online properties,” asserted Paul Abel, Ph.D., Managing Partner, Blue Research. The study reported that consumer interest in social logins also has a direct impact on brand affinity and purchase behavior. The research also examined consumers’ attitudes about personalization and sharing data in exchange for a better user experience. The complete report may be accessed here.

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