It is generally accepted that an easy ecommerce checkout experience will result in increased sales and better conversion rates. One of the best ways to do that is to provide Facebook login during the the checkout process. After all, research from Social Labs shows that almost 50% of ecommerce visitors are logged in to Facebook and it takes just two clicks to authorize a website to collect your name and email.
That’s bound to increase conversions, right? Not exactly.
BliVakker.no is one of Norway’s leading online cosmetics retailer with about 20,000 visits per day. They’ve been working on optimizing the checkout process for the past 6 months. The improvements were based on findings from usability tests, best practices from leading ecommerce sites, A/B tests and their own analytics.