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Informative Article | Data & Knowledge Engineering | India | Volume 8 Issue 7, July 2019 | Rating: 4.5 / 10
Simplifying Sign - Ups: How Social Logins Boost Panelist Registration Conversion and Retention Rates
Ananth Majumdar
Abstract: Online survey panels face significant challenges in recruiting and retaining participants, with the long registration processes often serving as a barrier to entry. This study examines the impact of implementing social login options on panelist registration conversion and retention rates. Over a six - month period, potential panelists were offered both traditional and social login options. Results showed a strong preference for social logins, with 67% of participants choosing this method when available. Moreover, the introduction of social login options led to a 15% increase in registration completion rates and a 22% improvement in short - term retention, as measured by participation in subsequent surveys within the first month. These findings suggest that social logins can significantly enhance the efficiency of panelist recruitment and initial engagement. The study also investigated the behavior of existing panel members when offered the option to link social accounts to their profiles. Forty percent of existing users chose to add social logins to their accounts, resulting in a 20% increase in retention rates over the following three months compared to users who maintained traditional login methods. These findings suggest that social logins can significantly enhance both the efficiency of panelist recruitment and the long - term engagement of existing members. However, the study also raises questions about the trade - off between simplified registration and the depth of profile information collected. The paper discusses the implications of these results for survey panel operators and suggests directions for future research, including investigations into long - term data quality and demographic - specific behaviors. This research contributes to the growing body of literature on optimizing online research methodologies and offers practical insights for improving panelist acquisition strategies in an increasingly competitive digital landscape.
Keywords: social login, panelist recruitment, registration rates, retention rates, online surveys
Edition: Volume 8 Issue 7, July 2019
Pages: 1906 - 1909