Social Login — Should We Scrap Email Sign-Up Altogether?

As I delve into the design of a SaaS app for a client, I’ve been exploring the latest trends and best practices for user sign-up methods. A notable shift has caught my attention: many newer SaaS platforms are moving away from traditional email sign-ups and embracing social login options like Google, Facebook, and Microsoft. This raises a critical question: should we scrap email sign-up altogether?

The Rise of Social Sign-On

Convenience and User Expectations

Social sign-ons have become increasingly popular, especially among younger users. Platforms like Canva and Spotify prominently offer options to sign in with Google or Facebook, catering to user preferences for quick and seamless access​ (ESET News)​​ (HowStuffWorks)​. The convenience of not having to create and remember yet another password is a significant advantage.

Faster Onboarding and Higher Conversion Rates

From a business perspective, social sign-ons can lead to faster onboarding processes and higher conversion rates. Users appreciate the speed and simplicity of signing up with their existing social media credentials. This reduces the friction that often leads to drop-offs during the registration process, ultimately enhancing user acquisition and retention​ (ScienceABC)​.

Security and Privacy: The Trade-Offs

Security Concerns

While social log-ins are convenient, they come with security trade-offs. Centralizing logins means that if a user’s social media account is compromised, it could jeopardize access to multiple platforms. Implementing additional security measures, such as two-factor authentication, is crucial to mitigate these risks​​.

Privacy Issues

Users might be wary of sharing personal information across platforms. Transparency about data collection and usage is essential to build and maintain trust. Ensuring users understand what data is being shared and how it will be used is a critical component of implementing social log-ins responsibly​ (HowStuffWorks)​.

Demographic Preferences

Younger Users Favor Social Logins

According to the Consumer Digital Identity Trends 2020 report, 70.69% of users aged 18–25 prefer social logins, whereas 83.24% of users over 50 favor traditional logins​​. This indicates that social sign-ons could enhance satisfaction and engagement for a younger audience.

However, older users might still prefer the familiarity and perceived security of email sign-ups. There is also a possiblity that design is causing this bias, as older users may be more likely to do things the way they understand and have done them before, by placing social sign-up options under the email option the page heiracy may be responsible for skewing the data (worth investigating UX researchers out there).

Tailoring to Your Audience

Choosing the right sign-up options depends heavily on your target audience. For instance, if your users are primarily businesses or professionals, offering LinkedIn or Microsoft logins might be more suitable than Facebook. Conversely, consumer-focused apps might benefit more from Google or Facebook logins​ (HowStuffWorks)​​ (ScienceABC)​.

Should Email Sign-Up Be Scrapped?

Advantages of Social Sign-On

The advantages of social sign-ons are clear: they offer convenience, reduce password fatigue, and streamline the sign-up process. Businesses benefit from higher conversion rates and valuable user data collected through social logins.

The Case for Keeping Email Sign-Up

Despite these benefits, there are compelling reasons to retain email sign-up options:

• Inclusivity: Not all users have or want to use social media accounts for logging in. Offering email sign-ups ensures inclusivity.
• Trust: Some users may distrust social logins due to privacy concerns. Email sign-ups can provide a sense of security and control over personal data.
• Professional Contexts: In professional settings, email sign-ups might be more appropriate and aligned with user expectations.

Yes, social sign-on should be included on every site due to its growing popularity and convenience. However, whether it should sit at the top of the sign-up hierarchy, below it, or be the only option, depends on your audience. For younger, consumer-focused audiences, social logins could be prioritized or even be the sole option, similar to platforms like Journey.io. For a broader or older audience, offering both social log-ons and traditional email sign-ups is likely the best approach, allowing users to choose their preferred method.

By understanding these trends and preferences, you can make more informed decisions about the best authentication methods for your users. Balancing convenience with security and privacy considerations will ensure you meet the diverse needs of your audience.