Now a days, one of the prime challenges faced by marketers is to truly understand their customers and build more relevant customer experience. Converting anonymous visitors into registered users is another major requirement to ensure the success of business. With numerous data privacy policies around, it is not simple to get a consistent and accurate view of customers. In order to create a truly meaningful customer experience that leads to higher conversion and customer lifetime value, having an accurate customer identity is the key.
Until now, businesses used to understand users with the help of registration forms, but again we all know filling registration form takes time and most of time user provides incorrect information. Thus, the final question remains how businesses can gain more reliable user data without irritating them?
How Social Login helps?
Social Login implementation is growing faster than ever. “Around 76% users use social login for online shopping, 59% users used it to book travel tickets while 63% used it while browsing a website on mobile.” (Source) The importance of social login is no longer limited to simplifying registration process, instead businesses are adopting social login as an efficient way to gain access to precious customer profile data and offer personalized customer experience.
Social Login has proven to be an efficient means of customer acquisition and boosting conversions by reducing lengthy registration and checkout process. It converts the registration process into single click process and gives you instant permission based access to precious data about your audience without compromising customer acquisition rates. After all it is much more cost effective to access users’ social data rather than conducting a grand scale market research.
Here are some ways how social login helps businesses with better customer insights :
- While using social login, many social networking sites like Facebook provides rich user profile data including birthdate, location, gender, interests, etc while other sites provides little data but the end result is that offering social login will help you to capture interesting user data that might have taken you several form fields otherwise.
- Getting incorrect user data while user registration process is another issue faced by businesses as incorrect user data can reduce the effectiveness of your marketing strategies. Poor data leads to poor marketing decisions thus less revenue. Social Login is extremely helpful here as with social login, you can remove the barrier for users who don’t want to fill long form without compromising data accuracy.
- With social login, businesses have access to rich user information that they have wanted for so long. For ex, by getting idea about location of the user, businesses can prepare and promote its location based marketing program thereby boosting conversions.
Regardless of how businesses use Social Login, offering this option will provide them an amazing opportunity to interact with users on their terms.