# Facebook login removed from checkout: +3% conversions

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps, fields & flow
- Test run by: [BliVakker.no](https://liftarchive.com/practitioners/blivakker-no/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/blivakker/
- Page: https://liftarchive.com/test/blivakker-remove-facebook-login-checkout/

Removing 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.

## Result

**+3% conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Account creation rate
- Guardrail: Time to complete checkout
- Guardrail: 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.

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Credit: BliVakker.no ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/blivakker-remove-facebook-login-checkout/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.