Site Registration Seen Driving Away Majority of Consumers
by MarketingCharts staff
54% of consumers say they may leave a website or not return when presented with registration requirements, while a further 6% say they will leave or avoid the site, according to [download page] a survey released in January 2012 by Janrain. 26% of consumers will go to a different site, if possible, representing a 53% jump from 17% of respondents who responded the same way the previous year. Similarly, the proportion saying they will complete registration dropped 44% from 25% to 14%.
In fact, 90% of consumers say they have left a website when they forgot their login information, rather than recovering that information. A similar proportion say they have given incomplete or incorrect information when creating a new account at a website.
3 in 4 Approve of Social Login
Data from “Consumer Perceptions of Online Registration and Social Login” indicates that 77% of consumers believe that websites should offer them the opportunity to use a social network identity to speed up registration, representing an 17% rise from 66% in last year’s survey. Indeed, consumers would prefer to use a social login (41%) than to create a new account (35%) or use a guest account (24%).
Personalization Makes a Difference
Half of the consumers surveyed say that social login’s personalization capability is attractive to them, while one-quarter are neutral and one-quarter do not find the capability attractive. Personalization proves quite valuable, though: a significant proportion of the respondents say that if a website personalizes their experience, they are more likely to return to the site (50%), buy products/services from the site (46%), recommend the site to others (38%), and make purchases in-store (33%).
83% of the consumers who believe that social logins should be offered (“fans”) will consider making a purchase based on positive comments or messages from their social network, compared to 64% of social login “critics.” Fans are 28% more likely than critics to report that their likelihood to purchase is increased by positive social network reviews (69% vs. 54%), and 26% more likely to seek out or avoid companies based on social network reviews (82% vs. 65%). Almost 8 in 10 fans have posted a comment or message about a product or service they liked or thought others should know about or purchase, compared to 57% of critics.
About the Data: The Janrain survey was conducted by Blue Research from October 3-9, 2011. The survey was completed by 619 respondents, who were required to have purchased a product or service online in the past 30 days and/or read articles or watched videos online from major media outlets in the past 30 days.