Site Registration Seen Driving Away Majority of Consumers

January 10, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Digital | Personalization | Retail & E-Commerce | Social Media

janrain-results-of-site-registration-jan12.gif54% 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

janrain-results-of-personalized-web-experience-jan12.gifHalf 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%).

According to December 2011 analysis from Janrain, Facebook login, the #1 social login preference in Q3 2011, offers 9 pieces of information that can be used to improve personalization, targeting and segmentation.

Social Login Fans Influenced by SocNet Reviews

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.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This