Pattern #70: Combined Social Signup & Login

Pattern Author: Ethan Smith - Growth Advisor: Masterclass, Ticketmaster, Thumbtack (Chief Growth @Yummly)

Experimental Pattern

Based on imagination. But just how long until someone tests it? :)

Combined Social Signup & Login
  1. Single Button

    The signin and login buttons are merged into a single one. Returning users are recognized and authenticated. New users are registered and signed in.

  2. Social Signin Option

    A modal is launched with a number of social signin options (ex: Facebook and Google), followed by an email and password option.

Median Effects

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Engagement

Ex: Any Action / Visit

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Conversions

Ex: Signups, Leads

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Sales

Ex: Transactions, Upsells

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.

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