Social logins boost businesses

COPENHAGEN, Denmark - March 25, 2015 - PRLog -- When it comes to onboarding customers to new apps, online stores and online community based services, nothing beats logging in with social media. This has been tried, tested and proven right by the most savvy of web based businesses. However, despite social login becoming the preferred option for users, thousands of online businesses aren’t offering it, and according to an entrepreneur with deep insight into onboarding mechanisms, they’re missing out on a huge amount of business.

"Today, giving users the opportunity to sign up and log in using social media should be mandatory. Conversion rates are something every online business owner is constantly trying to improve — often by removing form fields or making buttons brighter, but they are missing out on an easy fix that gives them more data and makes their users happy. Online users are more likely to sign up when they don’t have to create an account or remember a new password. So social login has made the user’s life a lot easier and businesses more prosperous,” says the founder and CEO of Veridu, Rasmus Groth.

Besides easier onboarding, social login — or single sign on as it is more formally known — also authenticates users. According to a 2014 white paper from Ping Identity^[1] (http://#_ftn1), 60% of people cannot remember all of their passwords and 61% reuse passwords on multiple websites. A one-click single sign on authentication process is of great convenience to almost any user.  On the other hand, single sign on has another great benefit, as a 2013-study from Janrain^[2] (http://#_ftn2) showed that 88% of users admit to entering incomplete or incorrect data in registration forms. Single sign on allows online businesses to ensure they are getting correct data.

Of the different forms of social login, it comes as no surprise that Facebook^[3] (http://#_ftn3) is by far the most popular choice. Next comes Google, Twitter and further down the line LinkedIn. Internet users are enjoying the benefits of social login, as almost 9 out of 10 state that they are bothered by having to create new accounts on websites.

Social login improves signups
Veridu is one of a small number of companies that have created alternative ways for people to verify themselves online and has witnessed first hand the improvements in signups that single sign on brings. The London-based company’s solution is a global identity and authentication tool that analyses the online footprint that every user of online services leaves behind. An advanced algorithm enables Veridu to calculate a score that shows how trustworthy any Internet user’s profile is.

“The more information companies require their users to fill out upon sign up, the more likely those prospects are to just move on to another provider or abort the transaction completely. Why would any business make it harder for themselves? Those who don’t adopt social login as a way for their customers to create a profile are throwing money down the drain every single day. They’re simply not in tune with what their users want and are used to getting,” says Rasmus Groth.

According to the entrepreneur, social login also improves the mobile user experience, as it is especially tiresome to fill out forms on mobile devices. Instead, companies that add social login to their services make it as easy as clicking a button to sign in with Facebook. In the UK alone, Interactive Media in Retail Group (IMRG) states that 40% of all transactions are moving mobile. This calls for a frictionless mobile experience.

“Social logins are here to stay. Any business can significantly improve registrations by giving their users the choice to sign up more easily,” ends Rasmus Groth.

For further information please contact:
Rasmus Groth, Veridu CEO at rag@veridu.com or +45 26 22 86 41, Twitter: @veriduHQ

^[1] (http://#_ftnref1) Ping Identity: Five Reasons It’s Time For Secure Single Sign-On

^[2] (http://#_ftnref2) http://www1.janrain.com/rs/janrain/images/Industry-Research-Value-of-Social-Login-2013.pdf

^[3] (http://#_ftnref3) http://www.statista.com/chart/1525/facebook-and-google-dominate-social-sign-ins/