Ring in the New Year with Social Sign On

We’ve all been there, scouring the internet for research, finding that perfect asset or whitepaper and — boom! — out of nowhere you’re hit with a massive form! If your goal is to launch conversion-focused landing pages, do the opposite of this! Enter ‘Social Sign On.’

Let’s refer to ‘Social Sign On’ as SSO for short. Forms are two-fold: they provide useful lead information to marketers while also providing a benefit for the respondent in exchange for some information. Here at ion we’ve been strategizing less invasive, more welcoming ways for respondents to feel at ease when providing pertinent information. So, we’ve bridged the gap by incorporating an SSO option in addition to a traditional form.

Now, we didn’t just toss in a Facebook/Google Plus button to existing pages and call it a day! We bounced around the idea of the best possible use of real estate for incorporating an SSO option into not only existing pages, but new ones as well. We tested a stacked option, horizontal option and varied weighted options. After a week or two we’ve found the 50/50 weighted option (shown below) to be a winner in several campaigns. 

According to the 2011 Blue Research report, “Consumer Perceptions of Online Registration and Social Login,” 77% of consumers believe social login should be offered — this is up from 66% in 2010. Additionally, nearly 8 in 10 consumers would prefer to login to sites using a social identity, versus traditional account creation.

Given these numbers, will you be ringing in the new year with social sign on?