In business we all have to make decisions over what services we do and don’t provide. But how you provide those services is an ever evolving landscape of change.
This week, Mailchimp (our preferred email platform) recently announced that the social login buttons were being removed from their login page.
It all started when they first looked at the login failure rate with their user database. A whopping 340,591 people had failed login attempts when trying to log into the Mailchimp interface. 68,145 had to resort to resetting their passwords and 38,137 forgot their login name.
So, to help the situation they made some changes of which a facebook and twitter login button was added.
However, they have decided to remove those new buttons and came to the conclusion that ‘Social Login Buttons Aren’t Worth It’.
Because only 3.4% of us used them.
Only 3.4% took advantage of the convenience of 1 click access into our Mailchimp accounts.
I wonder if that % would have grown if they allowed more than a months testing. Or if they had included those login options right from the beginning. Sadly, we’ll never know. Mailchimp think Facebook and Twitter security is worse than theirs (yes, that’s what they are implying) and their homepage will look more like nascar sponsorship which will hurt their brand.
I know another business that might disagree;
And if you’re new to the internet and wondering ‘who the heck is Pinterest?’ – take a look at the grown this social network has seen in comparison to the other social networks.
I wonder if Pinterest thinks Facebook and Twitter (Both social media platforms like itself) is hurting its brand or compromising security?
I can’t help but think this move by Mailchimp was short sighted and forgot to really consider the needs of its users.
If someone said they increase my conversions by 3.4% I’d be doing cartwheels. If they said 3 out of every 100 clients were happier because we added a small button on our webpage I’d also welcome the change.