Which of the Top 50 Internet Retailers Are Using Social Sign-In?
March 07 2011 by Stephanie Ryska ~ 0 CommentsWebsites are becoming more integrated with social media. Some of the top ecommerce sites enable people to easily share products and content with their friends via social networks. Companies that are leading this social media integration are allowing users to register and sign in to their websites using their existing social profiles and identities.
Why are companies doing this? Because many consumers want them to. Janrain recently released some interesting research on consumer perceptions of social sign-in. Here are a few highlights from the study:
- 75% are bothered by website registrations and will change their behavior as a result
- 76% have given incomplete and/or incorrect information during registration
- When password is forgotten, 45% admit to leaving the site instead of resetting password or answering security questions
- 66% said websites should offer social sign-in options
- 55% said they’re more likely to return to a site that “automatically recognizes me.”
- social sign in is preferred to creating a new account or using a guest account
As you can see, people want the ability to register and sign in to websites without creating yet another username and password.
The strongest example of social sign-in is Facebook Connect, which provides an alternative to the traditional sign up process and allows websites to connect with user’s identity, information, and sometimes information about the users friends. Users can grant permission to let companies post stories to their walls, to make it easier for people to share content and actions without leaving the company’s website. Companies also have the option to take cues from what the user’s Facebook friends like to better personalize the experience for people who have connected with their site through Facebook.
It seems like it’s paying off. According to Facebook, 30% of its users actively engage with third party websites though Facebook Connect each month. Facebook Connect has seen 30% to 200% increases in site registrations and 15% to 100% increases in comments and product reviews.
There are a myriad of websites are using Facebook Connect like Yelp, Urbanspoon, Rotten Tomatoes, Huffington Post, Washington Post, Groupon and LivingSocial.
But which of the top 50 Internet retailers are using this powerful social login tool? After looking around their websites we found that only 5 are using social sign-in. Amazon, Nike, Victoria’s Secret, and Buy.com are using Facebook connect. Sears is giving people the option to sign in via Facebook, Twitter, Google, Yahoo, AOL, and MySpace. Netflix had Facebook Connect when the tool was first released, stopping using it and now is going to start again in a few weeks. So, that brings the count to 6 of the 50 top online retailers using tools that allow users to sign in via social networks.
Good Examples:
Amazon uses Facebook Connect for personalizing by recommending products based on friend’s favorites and likes.
Sears uses social networks for fast and easy sign in.
Social sign-in, especially Facebook Connect, provides many opportunities for companies to grow by driving people to sign up, interact more and stay longer on company websites. As tools like Facebook Connect become more popular, more companies will realize that they need to adopt them to keep users happy.
What do you think about social sign-in?
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