Making it easier to log in and check out is the most effective way to reduce cart abandonment. Social media logins allow shoppers to quickly log in using their social media accounts, reducing the amount of work shoppers have to do to buy your products.
Most eCommerce customers don’t use a password manager; they should, but they don’t. It is common for shoppers to forget passwords. WooCommerce provides password reset functionality for just this eventuality, but it’s a hassle and it introduces friction into the buying process.
Anything that makes it harder to shop hurts sales. Anything a WooCommerce store owner can do to make shopping easier increases sales. Social media logins remove the friction associated with authenticating on a WooCommerce store.
How do social media logins work?
Social media logins are a form of single sign-on (SSO). The user signs in on one domain, and that domain is used to authenticate them on other domains that implement single sign-on. You’re most likely to have come across social logins via sites that invite you to “Sign in with Facebook” or “Sign in with Google”, both of which run single sign-on services.
Single sign-on works by transferring an authentication token from the domain of the single sign-on provider. When the shopper arrives at a WooCommerce store, they choose which service they would like to use to sign in. They are redirected to the SSO provider’s domain, which sends the token that authenticates them on the WooCommerce store.
The shopper only has to remember one set of login details. Because they are almost certainly logged in on Facebook or Google already, the sign-in process is nearly instantaneous.
Adding social media logins to WooCommerce
There are several single sign-on plugins for WooCommerce, but Nextend Social Login is among the most popular. Once installed, the plugin integrates with a store’s existing log in interface. It supports many of the most common social platforms that provide an SSO service, including Facebook, Google, Twitter, LinkedIn, and VKontakte. A particularly useful feature is the ability to link existing WooCommerce accounts to social media accounts, so that all shoppers benefit from social media logins.
While social media logins are great for B2B retailers, enterprise and B2B customers may prefer to use SAML single sign-on, which can integrate with a business’s preferred identity provider. WooCommerce can quite easily be hooked up to a SAML SSO platform with the miniOrange SAML 2.0 Single Sign On (SSO) plugin, which provides SSO integration with major identity providers, including Google Apps, ADFS, Salesforce, Azure, IBM, Oracle, and many more.
Social media logins are easy to implement, so why not give shoppers the option to log in with their preferred social platform. Social media logins give shoppers a frustration-free experience and your store benefits from fewer cart abandonments.
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