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BizReport : Ecommerce archives : January 19, 2012

Site visitors using social logins stay longer, view more pages

When Internet users log in to websites using a social login they spend more time on those sites and view more pages, according to new research from social technology firm Gigya.

by Helen Leggatt

GigyaLogo.gifIf you're looking to increase the stickiness of your website and up the number of pages viewed by visitors then social logins could be the answer.

According to Gigya's recent research, illustrated with an infographic, those who log in to third-party sites using Facebook Connect spend, on average, 50% more time on a website and view twice as many pages.

Facebook Connect accounts for the majority of social logins (62%) but website owners should consider providing multiple social login options to cater for those using Yahoo (15%), Google (12%), Twitter (10%) and LinkedIn (2%).

As Patrick Slayer, CEO of Gigya, explained to VentureBeat people use different social logins depending on which persona they want to be. Those who want to share with their professional contacts might log in with LinkedIn but those sharing with friends will use Facebook.

Clearly, those who use social logins want to interact with a website which, in turn, pushes up their time spent and pages viewed.

"In essence, social login is acting as a gateway for user engagement with plug-ins like Comments, Sharing, Game Mechanics and Activity Feed," writes Slayer on the company blog.

"For example, on the Pepsi SoundOff site (a Gigya client), the first step to interacting with the site and with other users is to log in socially. When that connection is made, users can instantly participate in all of the site's social activities like commenting, sharing and earning points/rewards."

Tags: consumer behavior, research, social login, social marketing, social plugin

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