You probably don’t know what a social login button is so forgive this bit of geekyness. I am sure you’ve seen them: “login with facebook or twitter?” If an app or a site wants to “save you the trouble” of registering a username and password, they may “make your life easier” by allowing you to register using your facebook or twitter password. Conventional wisdom in the world of apps has been that this is a user requirement, and plus beneficial to the business as well. Here’s an interesting article that refutes that belief, at least in certain significant scenarios.
I was, um, not super happy to get that email. I presented my data, and made the case for keeping the buttons, but Ben wasn’t moved. Even though the social login buttons were bound for the grave, I did a little extra analytics footwork to see just how many people were clicking the social login buttons. I was shocked to see that just 3.4% of the people that visited the login page actually used Facebook or Twitter to log in. So what caused the huge drop in login failures then?