Why simplifying your Wi-Fi user login process is important
Requiring too much information during your Wi-Fi authentication process can deter customers from connecting to your free hotspot. So, instead of relying on a time-consuming Wi-Fi login process, you should opt for simpler authentication methods, such as social login.
Are you running a business, like a restaurant, a bar, a shopping mall or a hotel, and do you offer free Wi-Fi to your customers? If so, remember to make it as simple as possible for your users to log into your Wi-Fi hotspot by following some of the recommendations below.
Avoid intrusive questions
If you require users to provide too much private information – location, birthday, interests, etc.- it is more likely that they will abandon the authentication process. Furthermore, considering that customers mostly use their smartphones to navigate online, it makes sense to prioritize intuitive registration methods that can be easily viewed on small screens: asking for an email address is sufficient. Alternatively, if you allow customers to register using Facebook, you can also access some of their personal data (such as gender, location etc,) finally getting the information that you need without putting the Wi-Fi user through a complex login process.
Ask for the right information
When setting up your authentication splash page, think carefully about what personal data you are going to ask for. Customers might find some questions inappropriate and, accordingly, decide to interrupt the login process. For instance, they might hesitate to tell you their gender or phone number when what they want is simply a free internet connection. Or, you can include such questions explaining why you need this information and how you are going to use it, as a way to reassure them about their data privacy.
Offer incentives in exchange for data
As a business owner, you want to retrieve as much user data as possible, so as to better analyze your public Wi-Fi hotspot trend in relation to your business strategic goals. A way to obtain more personal information from your Wi-Fi customers is through incentives. For instance, if you run a clothing shop you can offer a discounton your splash page on a clients’ next purchase if they provide certain personal data, such as age and gender. In this way, you will collect useful data and use it to better segment your audience, while, at the same time, your consumers can benefit from a discount. It’s a win-win strategy! You can use the same approach by asking users to like your Facebook page in exchange for a benefit, i.e. a free coupon. Remember to post this special offer only on your Facebook page, so that it will be available on your Facebook channel only.
Less information for real data
Another reason why the less information required the better is that, according to research from Blue Research, 88% of customers acknowledged they used fake information when creating a new account on websites, which would make the collected data useless for your statistics purposes. This nuisance can be solved by opting for Facebook Wi-Fi, where email are always verified.
Alternatively, if you want to use an email login process, you can rely on free online services that verify the authenticity of email addresses, although users might still opt to leave the process. Indeed, such services generally ask users to go to their email accounts and click on a provided link, which would be perceived as a huge waste of their time. We therefore suggest verifying the truthfulness of data in a second moment, instead of during the authentication process. In any case, don’t be too much bother about misleading data, as it’s absolutely normal that a small percentage of users will refuse to provide their real information.
Tedious traditional Wi-Fi user login processes are not generally well-perceived among consumers.
What to do then?
Social login can be the right answer, both for your business and customers.
Indeed, by allowing clients to access your public Wi-Fi hotspot using their existing social networks’ credentials, i.e. Facebook, you can effectively collect valuable information with no effort: for instance, you can access users’ usernames, locations, email addresses, phone numbers, and store this data on your database for analytics.
At the same time, customers would save a lot of time logging on your Wi-Fi hotspot network simply through their social media accounts. Plus, even though users might be required to insert more than once their social credentials, likelihood that they remember their favorite social network’s password are high. Not to mention the beneficial effect on purchasing behaviors: people, indeed, are more keen to purchase a product when their friends have left positive comments and posts about it on their social media walls.
Tanaza can help you increasing your brand awareness and user experience by virtue of its Wi-Fi social login: through the user-friendly Wi-Fi authentication splash page offered by Tanaza, users can access your hotspot using their favorite social network, i.e. Facebook. Also, you can encourage them to like your Facebook page and to “check-in” to connect, two effective ways to further boost your social visibility. In addition, the easy-to-use Tanaza Dashboard allows you to effectively analyze the captured user data and to run your statistics very easily.
Il pubblico personalizzato di Facebook è un potente strumento pubblicitario per aumentare le vendite della tua azienda. Scopri cosa sono e come possono essere efficacemente integrati con i dati dei tuoi utenti Wi-Fi per aiutarti a generare nuove conversioni.
Se sei un’azienda B2B alla ricerca di un modo efficace per aumentare il numero di clienti e vendite, il pubblico personalizzato di Facebook basato sui dati dei tuoi utenti Wi-Fi social è l’opzione giusta (anche se è piuttosto costoso). Quando offri la connessione Wi-Fi gratuita ai tuoi clienti, consentendo loro di accedere utilizzando il loro social network preferito, puoi acquisire informazioni utili sull’utente, ad esempio e-mail, numeri di telefono, dettagli di Facebook, e sfruttarle in modo intelligente attraverso il pubblico personalizzato, il potente strumento fornito da Facebook per indirizzare le persone giuste con la tua pubblicità.(more…)
Asking Wi-Fi users to download an iOs or Android application before accessing Wi-Fi is really useful when you are managing networks in locations like a museum, restaurant chain, shopping mall, sports venues, municipalities, private medical center, fashion retail shops, furniture shop, shopping outlet, supermarket and so on.(more…)
Thanks to the increased adoption of Wi-Fi enabled devices and applications, the cloud-managed Wi-Fi market is rapidly growing.
Companies like Tanaza allow you to start your business in the Wi-Fi market quickly and easily, with its complete set of features. To offer the best service to your clients, you should adapt your Wi-Fi network to fit the industry you are targeting.
Due to its incomparable set of features and reliability, Tanaza has been chosen by many companies worldwide to manage their Wi-Fi network in industries like retail, education, hospitality, healthcare, to name a few….
In the infographic below, we present you with a checklist of the top 5 most indispensable features, according to our customers, based on their applications in different industries.
The remote management function is indispensable to all industries. Tanaza allows you to monitor each access point from the remote: if an access point goes down, you’ll receive an email alert and will be able to check its status in seconds through the dashboard.
Guest access refers to the possibility to create various ways to access a Wi-Fi network. Tanaza allows you to create up to 8 SSIDs per access point, which means that you can adapt the network to fit the kind of users. For example, in the education sector, Tanaza will enable you to create separate SSIDs; one SSID for students, one for administration staff, and another for guests. Regardless of the industry in which a network is deployed, this feature is very handy for administrators managing networks or networks with multiple types of users.
The social login feature allows Wi-Fi users to access the network using their social media, such as Facebook, Twitter, Instagram, Google+, and so on. With social login authentication, you can ask Wi-Fi users to like your business’ Facebook page or check-in their position in your location. Social login helps you to increase your visibility on social media and create word of mouth around your location. For example, when organizing a special event, you could offer users access to Wi-Fi through Twitter and ask them to tweet something with “#yourlocation” before connecting to Wi-Fi. If you are working for a restaurant, ask for a review on TripAdvisor or a check-in in your location…
In addition, log in through social media is appreciated by users of mobile that usually have already their social accounts activated on their smartphone. Through social login authentication, you will be able to collect data about the social profile of Wi-Fi users and create a complete database on your Tanaza dashboard.
Wi-Fi marketing is a feature that allows you to turn your hotspot into a new marketing tool. By collecting data from the captive portal and analyze it, you will have a clear idea of who your clients are: age, gender, city, name, surname, phone number, email address. All collected data can be analyzed through the Tanaza dashboard or you can decide to export them on a marketing platform like MailChimp (the application is integrated into Tanaza). Wi-Fi marketing is complementary to social login and will help you to increase your visibility and offer tailored services to your clientele.
Last but not least, the couponing system gives you the possibility to configure whether your users have free or paid access to your network. It also allows you to control the time of a session, upload and download quota, the number of connected devices per person, and the bandwidth. For example, in hotels, guests could initially be given a free 20-minute session on your network and if they wish to extend their session, they can pay based on the amount of time they wish to have a Wi-Fi connection… You are completely free to configure network access as you want!
There are tons of possible configurations for your Wi-Fi network and you are free to set up as you like and according to your needs. Tanaza is a scalable software thanks to its multi-vendor aspect and can be easily used whether for a café/restaurant than for a university or a sports venue.
According to a worldwide survey, customers are unwilling to share their data with companies due to lack of information about how this data might be used. Being transparent about data usage is key for marketers who wish to collect customer data.
The EU law stipulates that personal data can only be gathered legally under strict conditions and for a legitimate purpose. Marketers and organizations who collect and manage personal data must protect it from misuse and respect the rights of the data owners guaranteed by EU law. Data collection still remains a controversial subject for customers. A survey conducted by Edelman based on 34K people worldwide shows that 58% of the respondents do not use digital services because of privacy concerns. This shows that there is obviously lack of trust from the clients and lack of information about how this data is used.
Nowadays, many websites, applications, companies, etc. require access to clients’ personal data like name, surname, email address, phone number, date of birth, and gender. The main problem is that people are often afraid to share their data because they don’t know how it will be used by the company and for what purpose. In fact, the report shows that 71% of respondents believe that companies access their personal data for unethical purposes (such as reselling data, sharing data with other companies, spamming, etc…).
Consumers are unwilling to share their data but their information is necessary for marketers that adopt predictive technologies to offer relevant content and contextual advertising for their clients, by analyzing their past behavior.
One example of predictive technology is the globally spread use of cookies to personalize the web content and perform logins to a website or e-commerce. Cookies use the data collected in the past from clients’ browsers to identify them, remember their login data, and customize their web content. Another example of using data in a proper way is the identification of returning users to a Wi-Fi network. A phone’s MAC address is saved into a database so that returning users are automatically identified and reconnected to the Wi-Fi network the next time they are in that location, for a “Wi-Fi like at home” experience.
Jonathan Hargreaves, the global vice-chair of Edelman’s technology practice, says that “[predictive] technologies are powerful and […] can do good things if they are used in an appropriate way”. For this reason, marketers and companies have had to invest more and more in predictive technologies to better understand the customer, instead of basing their strategies only on the data collected with the cookies. The amount of data companies ask for must be proportionate to the advantage of their providing. So, if a fashion brand asks users to provide info about their purchasing habits, users may be more interested in sharing insights about themselves if they can get something valuable in exchange, i.e. a discount coupon.
By being more transparent about privacy and by offering relevant content to customers, marketers and companies can become more trustworthy and encourage customers to share their data.
Why retailers should embrace Wi-Fi based omni-channel marketing
Retailers embrace real-time omni-channel marketing with a simple trade-off, user registration in exchange for a free, high-quality Wi-Fi connection.
Wi-Fi technology has emerged as a valuable, evolving market for retailers to tap into. The industry’s peaked interest in the value of Wi-Fi is a strategic move to improve customer engagement by way of omni-channel marketing backed by a high-quality public Wi-Fi connection with cool features, such as roaming.
The key to establishing a successful omnichannel marketing platform in the retail industry is a collaboration between marketing and IT.The Wi-Fi infrastructure, together with an omni-channel shopping experience, will provide businesses with an opportunity to engage with their in-store customers, discover more about their potential customers, enable operational tasks and measure the success of their services. The strategy of high-quality public Wi-Fi services already being already offered by many high street venues, especially in the UK.
Before Wi-Fi, there was little to no information being gathered by venue owners about their customers thus, impeding them from using user’s personal data to fully connect with their customers. Though loyalty cards are still a popular perk provided by businesses to their frequent and loyal clients, it’s a service with many limitations.While loyalty cards are mostly used to collect points and provide discounts with a purchase, it cheats the business owner from directly being able to interact with customers through a variety of channels, unlike Wi-Fi supported service platform such as omni-channel marketing.
On the other hand, the deployment of a public Wi-Fi infrastructure in a retail space is an opportunity for easy management of internal systems and direct marketing. Wi-Fi provides a platform that allows retailers to collect user and personal data, which can be used for future marketing campaigns, and supports a personal communication channel between the business owner and the customer before and after a purchase.
See for yourself how Auchan uses the Tanaza Cloud-based Wi-Fi software to manage its deployments remotely, engage with its customers, gather Wi-Fi user data for marketing purposes, while also providing a free public Wi-Fi connection… and MORE! (Show me Tanaza’s superpowers!)
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