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The Benefits of Becoming a Registered User: How Leading Brands Are Driving Customer Acquisition

With 30% of marketers planning to implement social login in the next 12 months, it’s obvious that brands are beginning to see the value and urgency of turning unknown site visitors into known customers.

We all know the benefits of capturing consumer identity for businesses: more accurate, first-party data that can be used to drive conversions and retention by informing more relevant cross-channel experiences. But what about the benefits for consumers?

Of course, making registration a seamless and convenient user experience is half the battle, which can easily be won by letting users login with their existing social media accounts. But how can your business convince users to grant access to their information and keep logging in time and again?

We recently published a blog post that revealed that brands that clearly outline the benefits of creating a user account see an average 109% increase in login conversions. So what types of incentives should you offer? How how do these benefits differ by industry? And what’s the best way to inform consumers of this value exchange?

Let’s take a look at how leading brands across 3 major industries are driving user registration and logins, and the value you can offer consumers in exchange for registering and logging in.

E-commerce Brands

Lane Crawford: Luxury retailer Lane Crawford invites consumers to join its “world of style” with an animated showcase of the top 3 benefits for registered users. In addition to receiving free shipping on all orders, customers are also the first to know about new products, enjoy express one-step checkout, and are rewarded points for purchases. These points are redeemable for exclusive gift cards.

Journeys: Eclectic fashion brand Journeys lets users know upfront that logging in socially saves time and also protects their information. Registering for an account makes their user experiences “easier, faster and more powerful,” with the ability to save and share wishlists, streamline the checkout process, and “much much more.”

Lancome: Beauty and fragrance provider Lancome clearly lists the benefits of having an account on both registration and login pages. Featured highlights include personalized samples, preliminary access to new products, order and wishlist history, as well as password-free registration with social login!

Travel & Hospitality Industries

KLM: When travelers visit premium airline KLM’s site, they are given the option to create an account traditionally or save time registering via social. KLM lets visitors know that by creating an account, they will receive a personalized homepage that features all of their travel details front and center, as well as the ability to manage bookings and check-ins online.

Boyd Gaming: To connect in real-time with customers and gain deeper insight into their individual preferences, hotel and casino giant Boyd Gaming encourages them to register for online access to their B Connected players club accounts. By registering online, members will be able to sign-in from any device to check their card scores, review their special offers, and get the best rates on vacation packages.

Media, Publishing & Entertainment Properties

Harvard Business Review: In return for their information, HBR subscribers get access to exclusive magazine content and blogs, as well as 20% discounts on future orders.

TBS: TV network TBS prompts viewers to create a profile with a checklist of member-only capabilities, including the ability to stream shows and movies across any device, as well as resume watching where they left off.

Songkick: When music fans sign in to Songkick and provide details about their locations, musical preferences and listening history, they receive a slew of personalized benefits. Songkick lets users know upfront that they will receive customized emails and alerts regarding local concerts featuring their favorite artists, as well as the ability to track their artists’ shows in real-time from a convenient dashboard.

Registration Recap

Here’s a recap of the login benefits we’ve covered, as well as a few additional ideas for you to try, broken down both by value proposition and industry:

The registration incentives showcased in this blog are by no means an exhaustive list of all the benefits consumers may receive by logging in to your site or app – for more tips on how to increase customer acquisition, download our free ebook, Social Login 101.

By Rachel Serpa

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