Boosting Demand Gen and Improving Conversions with Social Login

PATH TO ROI: Boosting Demand Gen and

Improving Conversions with

Social Login

A WHITE PAPER BY GIGYA

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Path to ROI: Boosting Demand Gen and Improving Conversions with Social Login

To help marketers better strategize their digital marketing efforts,

we’ve broken down the path to social ROI into a series of achievable,

measurable methods. This white paper will discuss how social login

bolsters demand gen efforts while improving site conversions.

This five-part content series, Path to ROI, focuses on the different technologies and tools that

businesses can leverage to generate valuable ROI from their marketing efforts.

ROI - it’s that elusive, encompassing term that

marketers love to throw around, dissect, measure,

and discuss. But what does it actually mean and

how exactly is it achieved, particularly in the realm

of social marketing?

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ROI Begins with Social Login

The most effective way to begin measuring social ROI is by integrating

social login, which acts as the first access point to a user’s identity.

Social login lets users authenticate and log in to your web properties

using their existing social identities.

Essentially, social login is the gateway to social ROI -- it orchestrates

data capture in a permission-based, streamlined manner.

Why Social Login?

Not only is social login necessary for achieving ROI, it’s also proven to

increase site conversions.

We examined thousands of websites and mobile applications offering

social login and discovered that social login increases user

acquisition by an average of 33 percent. Moreover, socially logged in

users view 66.7 percent more pages and spend 56 percent more time

on average interacting with the site.

(Source: Social Login Infographic)

+67% Page Views

Socially logged in consumers

view 67% more pages.

+56% More Time

Socially logged in consumers

spend 66.2% more time on site.





http://blog.gigya.com/social-login-what-cmos-should-know-infographic



Social Login for Streamlined Demand Gen Efforts

As many marketers struggle to capture their site visitors’ data in a

useful, valuable manner, social login eliminates the need for expensive,

often ineffective lead capture methods such as site retargeting.

By eliminating the pain points of site registration such as having to fill

out tedious forms and remember new login credentials, social login

aids in demand generation efforts as it breaks down the roadblocks to

consumer data, allowing businesses to start building authentic

relationships with their consumers quickly and easily.

3 Advantages of Social Login

Streamlined Registration

Social login eliminates the need for traditional registration forms,

which can be tedious for the user to fill out and difficult for

businesses to maintain. With social login, users simply authenticate

their existing online identities with a few clicks, granting businesses

access to their social profiles in a secure, permission-based way.

Decreased Password Fatigue

Remembering multiple passwords isn’t fun or easy for anyone.

Social login connects users’ existing social profiles to your website’s

registration dialog so that your users don’t have to create a new

username and password exclusively for your site.

Social Connectivity

Not only are modern users social, but they also love to interact and

share across their networks. Social login enables your socially

logged in users to share content immediately without ever leaving

your site or app.

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Use Case: Forbes Increases Registration Conversions

Forbes, one of the most influential sources of business and

technology news on the web, boosted its registrations and

conversions by integrating a connected consumer

management suite across its web properties.

Specifically, the news publication implemented social login for an

improved registration and sign-in experience, along with a series of

social plugins to facilitate and foster online engagement.

Results

Forbes experienced a significant increase in newly registered users on

its site, with over half of its new user base choosing to register for the

site through social login.







What You Should be Measuring

Social login improves registration conversions, provides businesses

with relevant, accurate data on their users, and helps decrease

forgotten password issues. When considering ROI, it’s important to

measure each of these value adds to figure out social login’s true

impact:

Increase in registrations

How much have site registration numbers increased since

implementing social login?

Value of a registered user

To determine the value of a registered user, you’ll want to

examine the estimated return for new user registrations. Take

the following example: An ecommerce site registers 10,000

users a month. Of these registrations, 500 users go on to make

purchases on the site over the span of a year. If each

purchaser’s average shopping cart conversion is $75, then the

value per registered user is $3.75. What is the value per

registered user for your business?

Decrease in forgotten password help desk issues

When users log in socially, they save themselves from having

to remember another username and password combination;

your business, in turn, avoids the hassle of dealing with lost

password recovery issues. What is the decrease in support

costs since implementing social login?







Formula for Social Login ROI

*To determine the value per registered user, we used the following formula:

(purchase value × number of purchases) / monthly registered users

Methods will vary by industry.

About Gigya

Gigya provides clients with the rich data, intelligence, and tools needed to

reach consumers with the right messages, on the right platforms at the right

time. Gigya drives user acquisition and engagement for 700 enterprises and

reaches 1.5 billion unique users per month, ensuring that today’s businesses

stay relevant in the age of the connected consumer.

Our technology helps marketers better achieve real social ROI.

Here’s how:

We offer a user-friendly, web-based dashboard so marketers can easily

access, manage, and take action on their user data

We make it easy to understand and act on social media insights

= SOCIAL LOGIN ROI

Increase in registrations with Social

Login × Value per registered user*

+ Savings from reduced forgotten

password support costs





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Boosting Demand Gen and Improving Conversions with Social Login