Social sign-on

Social sign-in or log-on is a Customer Identity and Access Management techniques enables website visitors or app users to sign-up or sign-in more rapidly to a website since they don’t need to enter their email address and password. Instead they enter their Facebook, Google or LinkedIn details for authentication via APIs.

Social sign-in can be setup directly via APIs with the platform providers or via dedicated services including:

Conversion XL have an interesting summary with anecdotes about the impact of social sign-on.

Mailchimp, a B2B email marketing platform, recorded a 66% drop in failed logins after introducing social login. Impressive, but since only 3.4% of their users signed in using social login, they decided to tweak their traditional registration form and remove their social login buttons.




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Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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