You can log into more than 10 million websites with your Facebook account. The reason social login has become so popular is that besides simplifying the life of the users, it has several advantages for the website owners too.
The most obvious benefit of using social logins is that it speeds up the registration process. It is a well-known fact that every extra step that a visitor has to take before making a purchase or signing up reduces conversion rates. On websites that use social logins, visitors can get to the end of the line with just a few clicks.
Next to first-time visitors, Facebook Connect also decreases the login abandonment rate of the returning visitors, as they won’t have to remember a password, or go through a complicated password recovery process if they would like to use a service again.
This feature is more important than it would seem at first, as forgotten passwords could seriously hurt internet-based services. In a 2012 survey commissioned by Janrain, nine out of ten respondents admitted to having left a website when they could not remember the username or password they had registered there.
Forgotten passwords cost money even when users are not abandoning a service because of them. According to Forrester Research, requests for resetting passwords can comprise 20 percent to 50 percent of an online business’s volume of customer support inquiries.
A reliable data source
Integrating social logins also pays off because they can provide more accurate data than the traditional solutions.
In a study conducted by Blue Research about the public perception of social logins, 83 percent of the responders admitted giving false or incomplete information when registering at a website.
Contrary to one-time registrations at websites, we tend to be more honest on social media sites when we provide demographic and contact information. But the data you can obtain by integrating Facebook Login into your site is not just more accurate, it also paints a much clearer picture about your customers than a traditional registration process would, and might also help you to improve the performance of your site.
In order to access information on the Facebook profile of your users, you’ll need to ask permissions from them during sign-up. In our experience, visitors who choose social login are willing to grant these permissions if your requests are reasonable.
There are close to 50 different types of different permissions you can ask from your visitors with the Facebook Login app. We are not going to list all of them here, just show you a few that we believe could be extremely useful:
Email – By collecting your visitors’ email addresses with Facebook, you can avoid misspellings, or obtaining that special email address that your visitor only uses for registrations.
Public profile – Accessing the public profile of a visitor will inform you about his or her name, language, age group, and gender. Among other things, you can use this information to create more effective and personal marketing messages.
Likes – Likes can tell you about the interests and preferences of your visitors. By taking them into consideration, you could provide a better much experience for your visitors. E-commerce sites, for example, could use this permission to recommend products from brands that their visitors like, or to come up with suggestions that are based on their favorite activities.
User friends – With this permission you can find out which Facebook friends of the user registered at your site. It can both help you to provide social proof and to improve your recommendation engine.
Photos – You can also ask permission to access the user’s photos. Although this permission is not as often used as others on our list, it can also provide a great opportunity for some firms.
ReSnap, a Dutch startup, uses this permission, for example, to automatically create beautiful photo books from the most liked and commented pictures of their customers. A travel agency or an airline could also use this permission to encourage their clients to share their holiday pictures on their site.
Up to this point, we’ve only written about the advantages of Facebook Login, but we wouldn’t want to deny that there are some less positive aspects of integrating it. So let’s talk about them.
Probably the most serious disadvantage is that not every visitor is going to use it. Some people don’t have a Facebook account, others fear that your app is going to post on their wall or steal sensitive information. Although these fears are groundless, and Facebook Login actually is one of the most secure registration processes, for one reason or another, not everybody trusts it.
The Blue Research study that we cited earlier concluded that around 50 percent of the people use social logins. There are two things you can do if you want to make sure that you won’t lose the other half of your visitors.
During the login process, you should explain clearly why you ask permissions, and how you plan to use them, as this can help to resolve misunderstandings. You should also provide other options for the people you can’t convince.
One of the best ways to do this is to emphasize Facebook Login with the design and the copy, but let your visitors use the more traditional method if they prefer the email and password combination.
Although Facebook’s solution is by far the most popular social login, you can also let your visitors sign in with other accounts, for example, Google’s or Twitter’s authentication methods are also widely used.
Besides visitor concerns, the other main disadvantage of Facebook Login is the cost of its development and regular updates. Although creating and installing the app in itself is not that complicated, if you’d like to receive social data in an easily digestible form, or personalize some aspects of your website based on the collected information, you might need to spend a larger sum on the integration.
Luckily, there are several tools and plug-ins that could eliminate the need for a costly development. For example, if you use Facebook Login with SpringTab, you’ll be able to explore your visitors’ social data through a user-friendly interface and export any piece of information that is relevant to your campaigns. We can also help you in personalizing the journey of those visitors who choose Facebook Login.
To sum up: In our opinion, the pros of using Facebook Login outweigh the cons. Although there are some disadvantages of this registration method, if you pay attention to a few details during the integration, you won’t need to worry about those drawbacks.
So, if for some reason you haven’t used it before, and registration has an important role on your website, you should definitely give it a try.