When it comes to the checkout, it can be difficult to know which login options to offer the user. Do you just choose one and commit to it fully? Do you throw all three at the consumer and hope that one will appeal?
There are merits and downsides to each option so there is no straight answer.
So to help you out (we’re nice like that), we’ve explored the pros and cons for each choice.
Registering/signing-in is a favourable option on the company side because you receive access to user data that can be used to personalise, re-engage, analyse statistics and help the consumer (e.g. if a problem arises or if they want to track their order). There is potential to build a long-term, two-way relationship and instil brand loyalty and awareness.
Though if the customer forgets any of their personal details (e.g. password or bizarre secret question answer) it means instant abandonment. So offering the other two logins offers a lifeline for those without the memory of an elephant.
On the consumer side, after the initial registration, purchasing can be a very quick process. Consumers can update their personal details, manage delivery addresses, view their order history and manage their marketing preferences.
However, some users don’t like having to make an unnecessary commitment, are wary of offering personal information and are concerned that their details will be passed onto third parties.
According to a 2014 US BlueResearch study, 75% of consumers admit to intentionally providing misinformation when first-time registering, so the data that appeals to company could be invalid.
- Companies can do a lot with the user data once an account is created
- Consumers dislike the commitment and are wary of sharing their personal info
This login option is a user favourite as it speeds up the checkout and is a non-threatening, non-committal process. Typical checkout pain points are eased and as a result there is an increased conversion rate compared to traditional registration.
Whilst the user is generally content, however, the company misses out on all the personal data benefits and cannot easily build a long-term relationship with the consumer.
Though as the user enters all the information they need to open an account in the checkout process anyway, (address, dob, bank details etc.) the merchant can just ask the user to create a password at the end of the sale or in a confirmation/thank you email without having to resort to the jarring “Do you have an account?” question.
- Consumers like the login because it is speedy, hassle-free and non-committal
- Companies have no data to build a connection with or retarget users
Social login is an intriguing option that is quickly becoming popular with companies. ASOS recently removed their guest checkout option in favour of social login which is a bold move and indicative of social’s growth.
This login is faster than email registration, works brilliantly on mobile, means one less password for the consumer and represents an opportunity for another level of engagement.
56% of consumers believe that companies that offer social login are more up-to-date and innovative, and leave a positive impression (stat via BlueResearch).
However, not everyone is on or even likes social media, so it is important to consider your target demographic when deciding which logins to use. Some consumers are anxious that companies will want to post on their social feeds, use their information inappropriately or spam them and their contacts.
- Social login is increasingly popular and boasts a fast checkout process for the user
- Some are nervous that companies will not handle their social information securely
- There is opportunity for an engaging relationship between company and consumer
And there we have it. I hope this blog has been helpful. But the next part is up to you. Which checkout option/s work best for your company? There’s nothing wrong with offering all three or just one if it matches your conversion goals. It’s not an easy choice to make, but through careful deliberation and a healthy amount of testing, you’ll find the right decision.
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