Looking for research, articles, case studies before and after on social registration vs non-social account registration

29 Oct 2013 - 7:01am
2 years ago
3 replies
4041 reads
Preston McCauley


I'm trying to dig up some articles / research on improved registration conversions before implementing quick social registrations (facebook, google, yahoo,etc..) on long forms. If you do have such data would love a link or would love to hear about your personal experience.

In particular I am most interested in registration on sites that require more information than just password, email.




11 Nov 2013 - 11:05pm

Case study from the folks at MailChimp about how having social logins did not work out for them: 


Luke W. has been a proponent of social logins since it reduces the data entry factor to zero.  In many cases I agree with that, but I have experienced too many crossed-wires (login with Facebook the 1st time only to have the mobile app not work that way and it required an email/password combination, among other things) that I no longer can support them.  And the websites that would post to your Facebook wall without you knowing (just because you signed in with your Facebook account instead of creating a separate account) sort of killed the convenience factor.

12 Nov 2013 - 10:53am
Ivan Burmistrov

There is considerable amount of publications in favor of social login:

Social Media Marketing: Social login or traditional website registration?: http://sherpablog.marketingsherpa.com/social-networking-evangelism-community/social-login-registration/ 

Social Login: The Next Step in B2B Landing Page Optimization?: http://www.komarketingassociates.com/blog/social-login-and-b2b-landing-page-optimization/ 

Social Privacy Survey: http://www.slideshare.net/Gigya/social-privacy-survey-results 

How Do Social Login & Sharing Affect Ecommerce?: http://monetate.com/infographic/how-do-social-login-sharing-affect-ecommerce/ 


However, we do not recommend our clients to offer social login on their websites. Savvy users prefer traditional login because:

* they do not want their friends to know what websites they visit

* they do not want SNs to know what websites they visit (fear of SN marketing mechanisms will spam)

* they do not want websites they visit to get access to their private information on the SNs


Since privacy concerns greatly increased in the last two years and SN users became more educated, it can be predicted that less and less users will use social login in the future.


13 Nov 2013 - 10:26am
Gonzo Schexnayder

There's also the WSJ blog post from yesterday (below) about Facebook and other companies asking any of their users who are also Adobe users to reset their passwords. It's not exactly what you were looking for, but it points to one of the problems you might encounter by allowing someone to use on your site the login/pw from another site.

"After Adobe Hack, Other Sites Reset Passwords"

"[Facebook] recently began requiring some members who it believes used the same passwords for their Adobe accounts to create new ones. And Amazon.com unit Diapers.com, which sells diapers and other baby products, also recently reset the passwords of some customers who it believed were affected by the Adobe attack, according to a customer email posted online. Microsoft said it is aware of the potential problem for some of its users and is “taking appropriate action,” a spokeswoman said, who didn’t elaborate."

One of the other pubs under our parent company, Crain Communications, uses social login from Gigya and said that only 1-2% of their visitors are using it.


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