Facebook login removed from checkout: +3% conversions
Commentary byLiftArchiveOur analysis, not theirsRemoving the Facebook login option from the checkout login page lifted conversions by 3%.
BliVakker.no, a Norwegian online cosmetics retailer, ran this split URL test on its own site, and it was published as a VWO case study.
The test covered about 8,000 visitors, and no significance level was given.
- Conversions: +3% for the page without Facebook login.
- The source says this was worth about $10,000 in extra weekly sales at the store's scale. That is the source's own estimate.
- The test was about 8,000 visitors, split roughly in half. That is a small sample for a 3% difference, and no significance was stated, so treat the lift as tentative.
- At minimum, removing the option did not hurt, which matters because Facebook login added complexity to internal systems.
The change
The variant removes the Facebook login button and keeps only the email field.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The checkout login page offered an email field plus a button to log in with Facebook.
Variant
The checkout login page showed only the email field. The Facebook login button was removed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Two login choices can make people stop and decide. One clear path removes that pause.
- Some shoppers may distrust giving a store access to a social account, and seeing the option may make them uneasy.
- The common advice that social login speeds up checkout may not apply to every audience.
Caveats: About 8,000 visitors in total, with no significance or test length stated, so the 3% lift may be noise. The weekly sales figure is the source's own estimate.
Who ran it
BliVakker.no ran this test for BliVakker.no and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on BliVakker.no →
How to run this test on your store
- Hypothesis
- If we remove social login from the checkout login step, then more shoppers will complete checkout because they face one clear path instead of a choice.
- Primary metric
- Checkout completion rate
- Guardrails
- Account creation rate
- Time to complete checkout
- Returning customer rate
- Who should test it
- Stores that offer social login at checkout, especially if it costs effort to maintain. If a large share of your buyers already log in with a social account, removing it could hurt them.
Questions
Does social login improve checkout conversion?
Not always. In BliVakker.no's test, removing Facebook login led to slightly more conversions.
Test it with your own customers before assuming it helps.
How many login options should checkout have?
Fewer is often better. Each extra option is another decision.
Guest checkout or a simple email field is a common baseline to test against.
Is 8,000 visitors enough for an A/B test?
It depends on your conversion rate and the size of the change.
For a lift as small as 3%, you usually need far more traffic to be confident the result is real.
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