Effect snapshot
| Intervention | Add Google or Apple one-click OAuth signup |
| Outcome | Signup conversion rate |
| Effect | 8–8 percent point increase |
| Confidence | ab_test |
| Context | Consumer and prosumer web apps, aggregated A/B summaries |
Sources
What changes
Social login reduces typing, password friction, and drop-off on the first screen.
Caveats
- B2B buyers may prefer work email over personal OAuth
- Apple/Google button placement and default selection matter
- Privacy copy must be clear or trust drops
Practical takeaway
Run an A/B test on your top landing page. +8%p is a useful hypothesis, not a promise.