Facebook logoSo can you remember all your passwords for the many and various websites you’ve registered with? If you’re anything like me you’ve probably got a list as long as your arm stashed away somewhere safe – or have you already discovered that Facebook is the only login you need?

Research conducted by eMarketer in January 2014 clearly demonstrated that 51% or respondents used their Facebook identity to log into other sites. This is streets ahead of Google+, which only 28% used. And on top of that, 63% use Facebook to login to sites when using mobile devices. Rather persuasive figures!

So for anyone with an ecommerce site that requires secure sign in procedures, it’s time to pay attention! The vast majority of shoppers will abandon a website rather than trying to remember a forgotten password or going through the process of requesting a new one. Research shows that if a website gives the option to log in using a social network ID, 65% of users are more likely to return and do repeat business.

The beauty of enabling users to log in via Facebook is that you are able to build customer profiles and to understand their likes and personal interests – endlessly valuable information that means you can personalise their experience of your website, including:

  • Offer products that they have browsed or shown interest in – remind them that you can supply that product and increase your chances of a getting a purchase.
  • Keep your site updated with fresh content that is engaging. If users decide to comment on one of your products they can simultaneously share that with their Facebook friends – they will be spreading the word for you!
  • It’s a quid pro quo world and as a thank you for users sharing their personal information with you it’s a good idea to share things with them – additional content such as SlideShare presentations, a free ebook, videos or how-to guides. Make them feel valued and appreciated.
  • Adding a community message board or forum to your website – that is accessible only to logged in members – is another example of added value. It’s an additional platform on which customers can engage with your brand and encourages further social activity.

What are your views about using Facebook as the key to ecommerce sites? Does it work for you?