ASOS remove their Guest Checkout in favour of Social Logins. Will it work?Social Media
Earlier this week we read about ASOS removing its guest checkout option and it sparked a lively debate here at Venditan.
Across our retail ecommerce portfolio we regularly implement guest checkouts. It removes barriers to conversion as forcing people to register can put people off. Earlier this week we read about ASOS removing its guest checkout option and it sparked a lively debate here at Docnet Towers.
Our Front-end, Design and User Experience Team have evaluated ASOS’s decision to abandon their guest checkout in favour of social logins - so we thought we’d share our opinion.
It’s really easy to be against the new approach, really easy! ASOS haven’t made it simple for you to proceed without logging into Facebook, Google+ or Twitter as the envelope icon does not intuitively say “Register with your email”. When you decide to use Twitter you are asked to allow access to an alarming amount of your twitter data, but don’t worry they didn’t automatically tweet when we placed an order… yet!
Looking closely at social logins presents more cause for concern as you’re hoping that the data provided by the social platform is accurate. Without accurate data the user will need to do more work to convert.
However, as a first time customer at ASOS you still need to do a lot to convert as signing in with Twitter doesn’t provide a lot of data. We had to provide profile data such as email address, date of birth and gender; and then provide all of our address information throughout the checkout process.
You have to know your target client base, as social login will work better with a younger demographic who are happier to share their data. At ASOS they know who they want buying from their site and this will definitely target them! They will have also done their research on which social platforms to integrate with, but we’re sure they will grow this list should the need arise.
Social logins present a new channel for marketing opportunities, with e-commerce websites being able to profile their customers like they’ve never be able to before. Data is gold, so knowing what customers like to do (such as their hobbies, when they last tweeted about something they bought, etc.) will allow marketing to be uniquely targeted and personalised to each customer.
It is undoubtedly a quick process to associate your social platform account, and with it stopping you having to remember yet another password the signs point to this being a viable option to contend with guest checkouts. This is where we’re sitting; nicely on the fence! We do see the potential of social logins, but are concerned with the impact of removing the guest checkout option. Our desired approach would be to offer both to our customers, unless we start to see that revenue generated shows the ASOS solution as a true replacement to guest checkouts within certain demographics.
ASOS will not have taken this decision lightly and we predict that as an established e-tailer with a large customer base, this approach could work for them. However, only time will tell if removing the guest checkout completely was the correct way to go.
27th February 2015