[Posted by Mickael Bentz, Product Marketing Manager, Neolane]
Facebook Login (formerly Facebook Connect) is a social sign-on solution. It allows visitors to log into websites or to complete forms in just a few clicks, using their Facebook credentials.
Facebook Login is a “win-win” solution that is being progressively implemented on websites because:
- Consumers can log in easily, in two clicks.
- Brands get fresh, reliable data. Moreover, by eliminating the traditional barriers to filling out forms, they avoid losing conversions as well as gathering fake information.
At Neolane we analyzed a sample of 150 leading websites using Facebook Login to see how they implemented it. We looked at what data was being requested as well as the volume of people using Facebook Logins.
How do you determine the volume of people using Facebook Login on a website? It’s pretty simple. Looking at the Quora example below, you can see small thumbnails of Facebook friends along with the indication “500,000 other people use the app”. That’s the volume of monthly active users of the app. It’s a good estimation of the number of new opt-in contacts a brand can capture.
Here are the three main results of our analysis of Facebook Login usage:
1. Certain sectors prevail:
Facebook Login is very common today on media & entertainment (54% of our sample) and e-commerce & retail websites (19% of our sample). It’s much less common on other websites, though the potential of social login is huge across the board. If you’re a marketing manager trying to boost your newsletter subscription or conversion rates, you should seriously consider it!
2. Advanced Facebook profile information is rarely requested:
The top three most requested pieces of information are: email address, birthday, and location (current city). Likes or interests declared on Facebook are rarely requested (Less than 17% of the sample). Brands appear to be focusing on basic information. Is it because they want to optimize conversion rates or because they don’t have the right social marketing tools to leverage this data? What is sure is that they’re missing opportunities to capture high-value qualification data that can be used to personalize user experiences across marketing channels. Moreover, they might not have another chance to acquire this information later.
3. Average volumes are between 28,000 and 70,000 monthly active users, depending on sectors.
Websites connected to Facebook driving the largest user volumes pertain to the media, entertainment, sports, and e-commerce sectors. They have about twice as many users than other sectors with roughly 50,000 users on average.
To discover other findings of the survey and see the rest of the top 20 rankings as well as specific rankings of websites using Facebook Login to pre-fill forms and log in people, view the full report below.
Your turn: Have you implemented Facebook Login on your website? Are you satisfied with the results?