Adding social login options to the signup form

Mailchimp
Marketing
Ease of use
October 2012
+3.4%
revenue
Control
Control A
Variation
Variation B
Mailchimp is a popular email marketing service with over 7 million users. When reviewing their analytics they found that they had 340,591 failed login attempts in 1 month (from April 12 to May 12, 2012). That’s the total number of times someone couldn’t remember their username and/or password, or simply mistyped.

With so many people on Facebook and Twitter – what would be the impact of adding social login?

Hypothesis

  Adding social login (Facebook and Twitter) buttons to the signup form will increase the signup rate.

Results

The rest ran from June 12-July 12 and 3.4% of the people that visited the login page actually used Facebook or Twitter to log in.

Learnings

The Mailchimp team was quite surprised so few people were using the social login option. Ben Chestnut –  Mailchimp’s CEO – also was strongly against using it. He preferred reducing options and restoring simplicity.

So in the end they did not add the social login. What they did is changing the login error messaging  – which proved to have a much bigger impact.

 

 

 

 

 

Source: blog.mailchimp.com
Company Mailchimp
Website www.mailchimp.com
Market Marketing
Test data
Test element Call to Action
Page
Conversion principle Ease of use
Result +3.4% revenue

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