Through its Connect service, Facebook has long offered developers the ability to let users log in to Web apps using their Facebook credentials. However, the old tool had one big drawback: it only worked for users who had Facebook accounts. Now it’s offering an improved, unnamed tool that can be used by anyone. Users who don’t have a Facebook account can register manually, while users with a Facebook account will see fields automatically populated.
“By minimizing the friction associated with signing up for a new account and making it easy for people to bring their friends with them, we’ve seen that people are more likely to complete the sign up process, stay on sites longer, share more content, and come back more often,” wrote Facebook’s Paul Tarjan.