Guest checkouts are a good way to save your customer from feeling they have to sell you their soul with full-scale registration signup and login in order to purchase a… biro (or whatever you’re selling). With a guest checkout, a sale only needs basic info, which is faster and easier. But hold on a second because there is another option that is fast and easy and also gets you on closer speaking terms with your customer; it’s a little thing we like to call the ‘social login’. Offer the chance for your newbie to login in with their existing social profile and they won’t have a new password to remember, they feel comfortable in approaching you and you get access to those precious signup details without them having to sit and fill them all out again. The whole operation is that much smoother, and where it works, it’s a win-win.
Here’s a juicy statistic. In terms of eCommerce sales on a mobile device, 42% of customers are more likely to make an online purchase if you offer them a social login option, compared to a guest login. That’s partly because the chances are they already have had their fave social app on their phone and they know their way around it, so they don’t need to reinvent the wheel to snap up that bargain as they’re passing.
Personalisation gets a whole lot easier too if you go to the social login route. Just remember to accommodate the social sites that generate the type of info you need. Twitter, for example, won’t tell you if they are male or female, whereas Facebook can all but tell you their shoe size. Another thing to remember is that Facebook and PayPal are going to be far less likely to deal in fake IDs; with some other sites, you can’t be sure if Mr Penguin really is Mr Penguin. Finally, include an option for those with a preference against social link-ups, but don’t add too many options or you’ll drive them away in search of a simpler life. Offer 1 or 2 options at most to be on the safe side.
Get up to speed with social logins and see the difference it makes for your conversion rates.