Welcome to WebmasterWorld Guest from 54.196.208.187

Forum Moderators: buckworks

Message Too Old, No Replies

Social Logins May Help Reduce Cart Abandonment

     
3:29 pm on Nov 24, 2015 (gmt 0)

Administrator from GB 

WebmasterWorld Administrator engine is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month Best Post Of The Month

joined:May 9, 2000
posts:25913
votes: 873


There's something to be said for making life easier for a buyer on any ecommerce site, and Amazon thinks it has found an answer to improve cart completion, or reduce cart abandonment, whichever way you want to look at it.

Citing research that showed 92 percent of people will abandon a site if they can't remember their login, Tienhoven said there was huge potential to improve purchase completion rates if online logins are made simpler. Social Logins May Help Reduce Cart Abandonment [wired.co.uk]


Apparently, according to the research, social logins help improve registration conversion by as much as 50%, and on complex payment systems only 66% complete their transaction, with those with social logins completing up to 82% of transactions.

This has been the case for a while, imho.

Anyone here already switched? How has it gone for you?
7:40 pm on Nov 24, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member 5+ Year Member Top Contributors Of The Month

joined:Oct 5, 2012
posts:920
votes: 181


92 percent of people will abandon a site if they can't remember their login.


Hate to split hairs here, but if they need to login haven't they already abandoned their cart?
11:20 pm on Nov 24, 2015 (gmt 0)

Moderator from US 

WebmasterWorld Administrator lifeinasia is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Dec 10, 2005
posts:5811
votes: 157


Another aspect I can see is that a lot of people who forget their login just create another one, resulting in multiple accounts. So being able to use social login may cut down on the number of duplicate accounts created.
11:25 pm on Nov 24, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member 5+ Year Member Top Contributors Of The Month

joined:Oct 5, 2012
posts:920
votes: 181


A social login probably cuts down on people setting up fake accounts. Might also make it seem like using a social login helps with conversion rate but really just stopping people who never had intentions of buying from setting up an account.
12:27 am on Nov 25, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member lucy24 is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

joined:Apr 9, 2011
posts:15504
votes: 749


if they need to login haven't they already abandoned their cart?

Depends on the site. Sometimes a store will ask for a repeat login when you take the final step of putting through the order. And, in the specific case of Amazon, you can keep a shopping cart going more-or-less forever*, so it's easy enough to forget your details by the time the cookie expires and you have to login again.


* I believe I've had Lewis and Short on my "buy later" list since 2007.
12:32 pm on Nov 30, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member keyplyr is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Sept 26, 2001
posts:12913
votes: 891


I've always felt it was connecting too many potential security exploits. I keep all logins seperate with unique credentials. If one gets compromised, it stops there.
2:23 pm on Nov 30, 2015 (gmt 0)

Senior Member

WebmasterWorld Senior Member bwnbwn is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Oct 25, 2005
posts:3589
votes: 45


As keyplyr said I feel the same. Amazon is not a good test IMO it has to much trust, put this on an average ecommerce website and test. I never use another account to log into another account connecting them just opens another door to a possible hack.
2:32 pm on Nov 30, 2015 (gmt 0)

Administrator from GB 

WebmasterWorld Administrator engine is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month Best Post Of The Month

joined:May 9, 2000
posts:25913
votes: 873


So is potential hacking of the original site/social service the problem, or a user's weak credentials? Or a bit of both? Perhaps secondary authorisation might be the solution with a text to the users phone? Of course, the phone could get stolen, too.
Since so much more is on your phone these days it really has become more valuable than the phone's hardware.
3:11 pm on Nov 30, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month

joined:Sept 4, 2001
posts:2279
votes: 79


IMHO, making users login to make a purchase is a short cut to abandonment. If I have to create an account to buy something, I shop some place else.
6:22 pm on Nov 30, 2015 (gmt 0)

Full Member

10+ Year Member

joined:Sept 11, 2002
posts: 294
votes: 0


You can always set it up so that the user has a choice:
Enter your payment details
or
Pay with your Amazon Account
8:00 pm on Nov 30, 2015 (gmt 0)

Preferred Member

Top Contributors Of The Month

joined:Sept 12, 2014
posts:384
votes: 67


The bestest most sure fired way to reduce cart abandonment is to eliminate the login. I never understood why so many online companies insist on forcing customers to create an online account. Can you imagine swiping your credit card and signing you name only to be told you can't leave the store with your purchase until you create an account?
11:55 pm on Nov 30, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month

joined:Sept 4, 2001
posts:2279
votes: 79


Can you imagine swiping your credit card and signing you name only to be told you can't leave the store with your purchase until you create an account?
Radio Shack use to be like this.
12:14 pm on Dec 1, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member keyplyr is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Sept 26, 2001
posts:12913
votes: 891


Radio Shack use to be like this.
And we know what happened to them.
3:31 pm on Dec 1, 2015 (gmt 0)

Administrator from GB 

WebmasterWorld Administrator engine is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month Best Post Of The Month

joined:May 9, 2000
posts:25913
votes: 873


I never understood why so many online companies insist on forcing customers to create an online account.

Forcing people to create an account is just plain daft, but lots of sites do offer the option. I buy frequently from some sites and have created a login, which keeps all the details of my purchases. Much better when there might be a warranty claim, etc. One-off orders, no thanks, i usually don't bother.

Would a social log-in help? Yes, it probably would. However, trust the problem, imho.
5:50 pm on Dec 1, 2015 (gmt 0)

Senior Member from GB 

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month

joined:Nov 16, 2005
posts: 2874
votes: 161


One of my clients is removing social logins because so many of his customers are suspicious of social logins (even if they do not use them). It is a narrow niche site and very atypical, but it shows not everyone likes it.

A lot of sites also mess up social logins by not making it clear it is an option. I have known people to not use a site "because you have to login with Facebook".
6:27 pm on Dec 1, 2015 (gmt 0)

Junior Member from CA 

joined:Dec 1, 2015
posts:41
votes: 8


We did this for a client a few months ago, required FB login. What happened was less people got to the cart stage but more of those people that got there completed it. So the numbers pretty much even out and we didn't see an increase in sales.
10:26 pm on Dec 1, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member lucy24 is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

joined:Apr 9, 2011
posts:15504
votes: 749


lots of sites do offer the option. I buy frequently from some sites and have created a login, which keeps all the details of my purchases

Well, there you go. It's what human users like* so you'd have to find some pretty overwhelming counter-advantage if you wanted to take a different approach.

The above probably counts as boilerplate that could apply in a dozen different webmastering situations.

Failure to create an account doesn't mean people don't approve of your site. I just bought my cat a Christmas present, and was glad they didn't insist on an account, because there is absolutely zero chance I will ever buy another one. In fact I was thinking of this thread while filling in my info. Some things you just don't buy two of.


* And that's not even getting into the sites that require you to create an account before you can even view their content, which is a terrific approach if you're actively seeking a link from webpagesthatyou-know-what dot com.
10:58 pm on Dec 1, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member keyplyr is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Sept 26, 2001
posts:12913
votes: 891


Your cat may wish to return the purchase, so without an account, I hope you kept the receipt at least :)
11:04 pm on Dec 1, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member lucy24 is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

joined:Apr 9, 2011
posts:15504
votes: 749


I hope you kept the receipt at least

When you buy things online, account or no account, it's pretty hard for a vendor to deny having sold it.
3:40 am on Dec 2, 2015 (gmt 0)

New User

joined:Dec 2, 2015
posts:1
votes: 0


As a user,I find it pretty easy & quick to complete my purchase which is of course, a plus point for the online stores.
5:37 am on Dec 2, 2015 (gmt 0)

Senior Member

joined:Jan 30, 2006
posts:1696
votes: 15


yea sites a buy tons of stuff from, the login is great.. manage all my orders, tracking, faster customer service, issue RMAs and get free shipping labels auto created for me...all details all in 1 place for easy access... why anyone would view this as something bad?

Unless you are a 1 shot buyer on a site having an account login is a good thing! But think about the site, sure being able to make it easier for a drive by purchase is fine, but that site must have really poor returning customers for such friction to turn them off and bail.
10:20 am on Dec 2, 2015 (gmt 0)

Senior Member from GB 

WebmasterWorld Senior Member piatkow is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Apr 5, 2006
posts:3453
votes: 61


Surely social login goes against all the security advice to have a different password for every account?

What really annoys me is when I go back to a site that I don't even remember using before and they won't let me buy something because I used that email address 3 years earlier and can't remember the password.
12:38 am on Dec 3, 2015 (gmt 0)

Senior Member

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month

joined:Mar 9, 2003
posts:2099
votes: 8


If I have to create an account to buy something, I shop some place else.

IMHO, Marshall has it exactly right. There has been a lot of tripe in the last 2 decades over how relational purchases are so much more important to realise than transactional purchases.

But they're not more important - they're more lucrative for the merchant. It's difficult to see how they make the life of the purchaser better. Anonymous purchases make the life of the purchaser better.

Some purchasers - it cannot be denied - prefer relational purchases. They want to believe that the merchant is their friend. They want to believe that the merchant is on their side.

But - regrettably - these people are the stupid, the naive, the foolish.

Who, with a rational and analytic state of mind, believes the merchant is anything other than the predator, the prowler, the eater?

Many, who do have a mind capable of rationale and analysis, see the latter identity.

And they have no wish for a relationship with the merchant.
12:57 pm on Dec 3, 2015 (gmt 0)

Preferred Member from BG 

Top Contributors Of The Month

joined:Aug 11, 2014
posts:546
votes: 173


I never had anything but Social Login. It's easier, faster and the users have more trust as they associate the trust not with you but the social media the login with.
1:27 pm on Dec 3, 2015 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member keyplyr is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Sept 26, 2001
posts:12913
votes: 891


Every single social media account I've had has been compromised in one way or another over the last several years, none due to any fault of mine.
1:42 pm on Dec 3, 2015 (gmt 0)

Full Member

10+ Year Member

joined:Sept 11, 2002
posts: 294
votes: 0


I think in the end it may be down to user perception. This may differ by niche & demographic. Some people will prefer it and others will hate it.

Its up to each site/company to look at all the options and possibly do some A/B or multi variable testing to see what works best for them.
1:57 pm on Dec 3, 2015 (gmt 0)

Senior Member from GB 

WebmasterWorld Senior Member piatkow is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Apr 5, 2006
posts:3453
votes: 61



I think in the end it may be down to user perception.

In most fields professionals tend to forget this.
1:43 pm on Dec 9, 2015 (gmt 0)

Junior Member

5+ Year Member

joined:Mar 14, 2014
posts: 68
votes: 7


It's so obvious that customers want this !
3:11 pm on Dec 20, 2015 (gmt 0)

Senior Member

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month

joined:Dec 27, 2004
posts:1977
votes: 68


IMO,

Ecom Shop has to have a its own system(properly set up) that has an ability to service its customers. Customers activity should not be linked to an outside system in any way.

Having so called "Social Login" on an Ecom site only introduces an extra step where the customer could drift away from the original task at the moment.

The Ecom site owner should not "Share" its customers online activity, as dumb as they come, EVER.