According to a study by Blue Research/Janrain, 75% of consumers have an issue with being asked to register on a website (2010 shopping season study). Most survey respondents indicated that they will change behavior such as leaving a site or providing false information.
Website Regsitration Best Practices
Source: Blue Research/Janrain/Center for Media Research
Interestingly, 66% indicated that they would use social sign in via sites like Facebook, Google and Twitter. The study also found that consumers that use social sign-in are more valuable to the site. Consumers like that they can be easily recognized.
Statistics on Traditional Website Registration:
- 75% of people are bothered by registering on a www site and will change behavior.
- 76% of respondents admitted to giving incorrect information or left blanks on forms
- 54% indicated that they may leave the site and not return
- 17% will go to a different site
- 45% admit they have left a website if they forgot their password or log-in info instead of answering security questions.
That said, 66% like social sign-in. Among those that like social sign-in:
- 42% feel that companies that offer social sign in are more up to date
- 55% are more likely to return to a site that recognizes them
- 48% are more likely to purchase on a site that recognizes them
- 41% prefer social sign-in, to 35% that prefer a guest account and 24% would prefer creating a new account
In a Frebruary 2011 study, Janrain/blue research indicated that Social Sign in fans have a slight edge in the amount they were intending to spend. (21% social sign in fans indicating would spend more during holiday 2010, vs. 16% social sign in critics).
To quote the research "consumers interested in the ability to log-in with an existing identity are a valuable target as they tend to spend more money, buy on-line more often, and are more influenced by social networks as compared with people who prefer traditional registration methods.
- 25% indicated that social networks are used to influence others and to make purchase decisions
- 35% indicated that social networks/posts influence them to purchase
- 55% who prefer social networks are "more" likely to return to a site that auto recognizes them, and 48% are more likely to buy.
Resources:
The Center for Media Research (2/8/11)
Click here for the Research Study from Janrain.
Please provide comments with additional sources of information.
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