Social logins give marketers the opportunity to increase conversion rates on their forms, on both landing pages and checkout pages, by decreasing the number of fields a consumer must fill out while still gathering valuable information. And social logins do more than just reduce friction on forms. They also reduce the need for comment verification, open the door for comments and reviews to appear in social feeds, and demonstrate social proof.
Globally, and across all industries, Facebook is by far the most popular social login option on both desktop and mobile. More interestingly, Facebook’s share of social logins declined from Q1 2015 to Q2 2015 on ecommerce sites. At the same time, Amazon and PayPal are increasing in popularity relative to Facebook, giving consumers the opportunity to log in and pay using the same identity.