June 13, 2018

Does offering social login tangibly increase signups for a web app?

what is the Return of Investment integrating social authentication for a web app?

  1. 4

    Don't have any data but I would think B2B not really, B2C a fair amount.

    Problem is people signing up through the social login mostly do it to save themselves bothering to create yet another account for a website, rather than because they're necessarily interested in the product - more signups doesn't mean more users.

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        Cheers, the link doesn't seem to work though.

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          sorry, just updated link to the infographinc

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      thanks @elgar i really had not thought about B2B and B2C... my product target both...

  2. 2

    It depends.

    But to be on a safer side you are advised to offer as many login options as possible to the user

  3. 2

    For consumer apps, yes.

  4. 2

    I signup to everything with a fake (throwaway) email address...then if I really like what i see i am going to provide my real details in a new account :)

  5. 2

    According to a Monetate study, 80% of US social networks users prefer to connect with a brand through Facebook

    Also, 40% of US consumers prefer social login over creating new/guest accounts; this means you will be delivering on the expectations of a considerable amount of online shoppers with Social Login.

    So, you are on a really sound footing when you offer this feature on your web app

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      thanks @slash007 . what about google signin as compared to facebook?

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        Cannot find any related study to that

  6. 2

    I am much more likely to signup for a B2C product if I can just click to login via social.

    And I am more likely to sign up for a B2B product if I can login via Google.

  7. 2

    Anything you can do to reduce friction is a bonus. As others have noted B2B and B2C are different in this regard.

    Businesses often have identity management systems in place for their employees like LDAP or some SSO provider and you become a serious vendor I imagine that you need to cater to those options.

    If anyone has had to do that and could chime in, would really appreciate it. Certainly my last job the products were all integrated with LDAP.

  8. 2

    Is the cost high to add social login?

    I primarily use Google for both B2C products (my personal account) and B2B products (my work account).

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      What stack are you working with? It depends heavily on that as to the cost to implement it.

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      It seems starting with GOOGLE is the best approach when your customers are both B2B and B2C. Thanks

  9. 2

    Yes, I've seen it work at multiple B2C businesses. Don't have any specific metrics to share and it depends a lot on the type of product.

  10. 2

    For regular users - yes it does. I have seen metrics shared, and the difference was substantial. Just make sure that you fully understand the price you pay when you allow social signups.

  11. 2

    Not really at least for true B2B

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      Any data that you've seen? I'd be curious to glimpse some numbers.

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        From previous jobs. Data can be interpreted in a matter of ways and there are reasons why for true B2B FB login wouldn't make a difference.

        One is, in B2B no-one usually uses FB for business stuff.

        Np @mckabue good luck.

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          The FB one is relatively intuitive. How about Google login? Lots of businesses use G Suite. One would assume some percentage of those users would like to click the Google button.

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            I haven't seen an increase with that either. I guess it should have to do with your targeting/audience.

            If you target startups sure they would use G Suite. HR departments? Not so much

  12. 1


    • better user experience (faster registration, not one more account to worry about)

    • you don't need to store (and thus worry about) much user data, you can choose to but you don't have to

    • it could be better security than the average auth process out there

    • probably easier to get right than a correct auth process

    • some cloud providers have almost plug-and-play solutions for this


    • you don't have as much user data (yes, this was a pro too...), much of the time you won't get the user's email, and you probably need that for your email list and marketing efforts

    • you need to do it correctly, it's not that hard but things can go wrong

    I offer both email and social registrations, where the social registration later asks for an email as well (they just don't need to create a password). The user's email is still a critical part of their digital life and a starting point of building your relationship with the user. I say whatever you do, you want to get that email.