Study on Log In with Facebook and the 2012 Internet Retailer 500
Today we released a research study that we believe will be very helpful for any online retailer who is considering implementing Log In with Facebook. In particular, we reviewed how the top 500 online retailers integrated Log in with Facebook as an alternative option for their account creation, site registration, and site login processes. Sociable Labs’ study of Log in with Facebook usage by the IR 500 was restricted to this use case only — simply whether Log in with Facebook is integrated with the core e-commerce site for user account creation. Sociable Labs did not study other use cases for Facebook Platform, such as Social Plugins (i.e. Like buttons) or other onsite social applications that utilize Log in with Facebook.
Sociable Labs found that adoption of Log in with Facebook by the IR 500 is still in its beginning stages with 30 of the top 500 online retailers having implemented Log in with Facebook into their account creation process today. This remains an untapped opportunity area for most of the IR 500, who have yet to take advantage of the many benefits that Log in with Facebook affords: simplified account creation, elimination of required site-specific passwords, increased onsite personalization, richer CRM data, and increased referral traffic from Facebook. Sociable Labs believes that the major factors hindering adoption include technical barriers to implementation, perceived security concerns, and level of effort required for implementation. Many of these barriers will be removed over time, which should spur continued adoption of Log in with Facebook by the IR 500.
Facebook is by far the dominant Social Login option chosen by these online retailers. All IR 500 sites that have implemented a Social Login solution include Log in with Facebook. Furthermore, 77% of these sites only offer Log in with Facebook. Sociable Labs believes that online retailers will continue to prioritize Log in with Facebook over other forms of Social Login (Twitter, Yahoo, Google, etc.) as Facebook continues to advance its offerings around Facebook Platform.
The majority of IR 500 sites that offer forms of Social Login other than Facebook have done so by utilizing a third-party software vendor such as Gigya or Janrain. However, only 17% of the IR 500 that have implemented Social Login have chosen to do so via a vendor. The majority of the IR 500 that have implemented Log in with Facebook have done so independent of third-party software, which is why Sociable Labs believes Facebook will remain the primary, and only, social login option offered by most online retailers.
Sociable Labs also found that a large percentage of IR 500 sites that have implemented Log in with Facebook have done so incorrectly, or are not leveraging best practices. A full 30% of those who have implemented Log in with Facebook have done it incorrectly by requiring the user to create a site password in tandem with Log in with Facebook. Exactly half of those who have implemented Log in with Facebook have yet to offer it during the checkout process, missing a big opportunity to generate more usage and provide a consistent user experience. None of the IR 500 that have implemented Log in with Facebook are taking advantage of one of the primary benefits of Log in with Facebook — Persistent Login—to automatically login users on return visits.
You can download the full study here: http://www.sociablelabs.com/download-login-study