3 ways to ramp up your Facebook login conversion rates


Facebook recently launched a guide to help companies optimize their app’s login conversion rates – ideally pushing them above 70 percent.

Following the best practices spelled out in the Login checklist published in August has helped high-profile companies, including FourSquare and Lyft, consistently reach login conversion rates higher than 90 percent.

A Facebook spokesperson told Inside Facebook that the guide is part of a long-term campaign:

These materials are part of Facebook’s ongoing efforts to continually improve the Facebook Login experience for developers and users alike.

Here are three ways to simplify the user login experience:

1. Don’t ask for too many permissions

Don’t get greedy, folks. Just ask for what you need. Keeping it simple makes it more likely a user will agree to the terms. You can always ask for more permissions later, like before posting an action from the app to the Facebook Newsfeed. Lyft, for example, only asks for public profile, friend list and email contacts. Lyft Product Manager Frank Yoo says less is more:

We ask for a minimal set of permissions with Facebook to reduce friction at sign up.

2. If user hits cancel, don’t display the login dialogue again right away

Don’t ask desperate or you’ll scare away your customer. Think about how you’d react if that happened to you. It’s frustrating to see the same dialogue box right after you nixed the old one. Instead, communicate the perks of Facebook Login beforehand. Bejeweled Blitz, for example, urges users to sign in via Facebook so they can compete with friends.

3. Ask to publish to Facebook when users are about to share within the app

Instead of lumping the share permissions with the initial read permissions, better just ask when people are about to share anyway. Foursquare only asks permission to share on Facebook after a user already checks in. Yelp, too.

Find more best practices by visiting updated Facebook Login checklist. Or submit questions straight to the Login team by signing up now for the Oct. 24 Facebook Login webinar.

Facebook Marketing

Mediabistro Event

Facebook Marketing

Starting January 13, work with the group marketing manager of social media at Microsoft/BingAds to grow your business on Facebook! In this course, you’ll learn how to set up your company page, understand Facebook best practices, and execute a monthly content strategy. Register now!


Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Business Technology Editor

Washington, DC

Assistant Editor

8 Inc.
New York, NY

Editorial Manager

Air Age Media
Wilton, CT

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us