Site visitors really seem to love signing-on with a social media account. But should paid content and subscription sites be offering this technology?The consensus seems to be “Yes!”In general, allowing site visitors to sign-on with a social media account will:
- Get you higher site-visitor-to-registered-user conversion rates (up to 50%, according to the Harvard Business Review).
- Get you more customer data. (Most sites will give you a personal email address, along with data you probably don’t collect but could use strategically, such as location, gender, and shipping address).
- Increase the amount that visitors share information from your site. (Harvard Business Review estimates that each social media login generates an average of 13 referral visitors to a site.)
- Decrease the likelihood of false information and spammers, since social networks authenticate individuals’ information and don’t allow for multiple accounts.
Of course, there are some caveats. Not every social media network gives you the same type of information (the handy How-To on our sister site Subscription Site Insider has a great chart on this). And it’s not wise to sell subscriptions through social media accounts. For one, only Facebook and PayPal will let you do this, and neither of these platforms will give you a credit card number. In addition, Facebook will take 30% of your revenues.But overall, reducing friction to converting site visitors to marketable prospects is a good thing. Especially since three out of every four site visitors will leave a site rather than create a new account. And among those who do register, 76% give false information.To discover your two options for implementing this technology with a subscription or paid content site, download the How-To article on “Social Media Sign-Ons for Subscription Sites” now.
