eBook - Silverpop

Social Sign-In: Take the Friction
Out of Opting In
I keep seeing websites
Q: that let me register with
my Facebook or Twitter account.
Does that have any potential for
capturing more email addresses?
There’s been a lot of buzz lately about
A: social login now that research has
shown the benefits of offering this option as
an alternative to having people fill out forms or
register on your site.
A Blue Research study, for example, revealed
that three out of every four Internet users
leave a website rather than take the trouble to
register a new account.
For marketers interested in more effectively
collecting data and building lists, here’s an overview
of social sign-in, why it’s poised to change
digital marketing, and what new questions it
presents to marketers.
What’s Social Sign-in, and Why
Is It Hot?
Social login offers you these benefits:
• Increases opt-in rates by making the
visitor’s sign-in process easier
• Strengthens the social perception of
your brand
• Improves data collection by capturing
a visitor’s profile and storing it in your
database
Better still, research shows that customers
and prospects actually prefer social login. The
Blue Research study indicated that 77 percent
would choose social login over filling out
traditional forms.
As people get used to the concept of signing in via
apps and social sign-in, the trend should continue
to snowball.
What Makes Social Sign-in a Game
Changer?
In addition to improving the user experience
and removing a barrier to list growth, offering
social sign-in options has the potential to impact
both the amount and the accuracy of data that
companies collect:
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