mCommerce Insights

Fight Password Fatigue with Facebook Login

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You’ve got a login for online banking. One for your cable bill, your frequent flyer account, your Instagram, your email, your other three emails, your work computer, your home computer, and probably about 10 other services. With 57% of consumers reporting they have more than five usernames and passwords, it’s no surprise that password fatigue is a serious issue in the battle against cart abandonment. Having to create and remember a brand new login for every online shopping purchase can be seriously difficult for the average shopper, so innovative solutions like Facebook Login can make an important impact on the shopper experience.

As part of our recently launched integration with Facebook Services, Shopgate merchants can now let customers use Facebook credentials to log into apps for purchases. More than half of consumers have used social login before, and 60% say they’d consider using their Facebook login to access other sites.

With 1.7 billion active Facebook users, and 1.5 billion of those users accessing the platform on mobile, it’s no question that offering this simple, one-tap login will be beneficial to your customers. While the time saved may only be a few seconds, that counts for a lot in the world of mobile purchasing.

The benefits of social login aren’t just on the customer side. Customers who log in using Facebook are more likely to give valid credentials, since the login information is the basis of what’s likely one of their major social presences. With traditional registrations, many users supply incomplete or false information, leading to mistargeting and lessening the value of the customer. WIth Facebook’s recent API update, apps can now decide which permissions to request of Facebook, rather than requesting customers hand it all over.

Considering the massive, even potentially majority, share of eCommerce transactions happening via mobile today, cutting out even minor instances of small screen hunting and pecking can be seriously impactful. With so many existing users primed and ready to log in with  
Facebook, adding a Facebook login option can add an extra layer of legitimacy to your app. With 65% of consumers saying they’d more likely return to a site with social login, and 67% saying it’s an attractive option, it’s clear that reception for the feature has been, and continues to trend, positive.

At the end of the day, your customers are tired of creating new logins, and tired of trying to think of and remember passwords. Social login solves the problem of time-intensive registrations for them, while offering you an inside look at useful pieces of their information. These simple processes ultimately make it more likely that a customer will complete a purchase. Combine the streamlined Facebook login with quick payment options like Apple Pay or a credit card scanner, and you’ve put the ultimate mobile shopping experience right in your customers’ hands.  

Want to learn more? Check out our episode Mobile Mondays focused on Facebook login. 


http://www1.janrain.com/rs/janrain/images/Industry-Research-Value-of-Social-Login-2013.pdf

Amanda Laviana

Written by Amanda Laviana

Marketing Communications Manager | Amanda is an experienced content marketer, with a background in advertising copywriting. She manages content across an array of platforms for Shopgate, including blogs, whitepapers, webinars, social media and video.

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