Airbnb Learns Its Facebook Connect Lesson
by Dianna Dilworth, Dec 12, 2013, 11:49 AM
Airbnb learned the hard way that email is still important for login. One of the company's product leads removed email login and only allowing Facebook Connect and their user acquisition rates dropped significantly. It was a bad move particularly in Asian countries where Facebook is not active. However, used alongside email, Facebook connect is very effective. "It gives us a lot more insight into our user base and help us use that in our marketing base," George DiGuido, Head of Email Marketing at Airbnb."For those who do convert, we tend to see a higher engagement."