Registering for online accounts using social logins has many benefits:
- One click account creation
- Easy password to remember due to frequency of use
- New users could have more relevant, personalised experiences straight away
No wonder a lot of our clients want this built into their registration process! But what do users have to say about it?
According to Intercom’s review of a Janrain Consumer Research survey in 2013, “One-click registration and sign-in combats ‘account fatigue’”. Out of the 600 people surveyed, “92% of people have left a website instead of resetting or recovering login information.” But what about the golden rule, ‘never use the same password twice’? If social logins are used across a number of companies, that’s exactly what’s happening.
Over the past few years, Boomworks has found itself testing a number of registration processes that include social media logins, and during discussion whilst in test sessions we’re finding that people agree in principle – it would be easier to login using social media.
“These days you have so many options for signing into websites… I would use that [Facebook]. It’s easier for me to remember my account.”
“I would probably give it a go. It makes it easier”
“Oh that’s easier. Because you don’t have to put in all your details.”
However when presented with this functionality in testing, everything seems to change to a resounding ‘but no, I wouldn’t do that.’
“To be honest, I don’t want to attach all these different things to my Facebook account.”
“I don’t do the sign in with Facebook stuff… I don’t trust the company.”
“At this point I’m confused as to what it’s [social login] there for. Facebook is a casual thing where this is a monetary thing”
A consistent concern articulated by users is lack or security and a fear that things will be automatically posted on their wall.
“Oh, I hate using Facebook…It doesn’t feel secure!”
“Even if they say they are safe, that doesn’t change things for me”
“Those popups come up, ‘do you want to allow access’ and then you find out it is posting things, tracking and linking up.”
Okay, the security concerns are warranted. It seems like every day we hear about yet another large corporation getting hacked – and if all accounts are linked by the one social media platform that happens to be hacked, how much personal information has just been compromised in one go?
At the end of the day when making this decision, businesses should ask themselves what they need to know about new users to give them a great experience while creating/once they’ve created an account. Is the data gained from social logins (eg: the person likes health food, Game of Thrones, and Catch of the Day) really going to be able to be used to enhance this user’s experience? If the answer is yes, it will – then there are sites out there where logging in with a social media account would be very appropriate and quite helpful to personalise the user experience.
However for many company sites – our tests conducted across numerous clients in a variety of industries are finding that when it comes down to it, people would rather fill out the form.