Single Sign-On (SSO) in Web Apps: What You Need to Know
Why SSO Matters in Modern Web Apps
No one gets excited about typing out their details for the hundredth time. Users are impatient, and the moment you ask them to think up (and remember!) yet another password, you risk losing them. That’s where Single Sign-On (SSO) comes in.
SSO lets users log in with accounts they already trust, like Google, Facebook, LinkedIn, or Apple. A single click, and they’re in. Simple for them, and if done right, a big win for you as the product owner.
But here’s the thing: while it looks easy on the front end, there’s a lot happening behind the scenes. And if you’re planning to add SSO to your website or web app, there are a few hidden details you’ll want to know.
What is Single Sign-On (SSO)?
At its core, SSO is about convenience. Instead of creating a brand-new account, users sign in with an existing one. Think of it like showing your driver’s license at a new club instead of filling in your details from scratch.
It feels smooth for users, it reduces friction, and it’s become so common that many people expect it as an option when signing up. Oh, and it’s a really fast process!
How Does SSO Work (Without the Jargon)?
Here’s the simplified version of what’s going on when someone hits that “Sign in with Google” (or other platforms for that matter) button:
- The user clicks the button → They’re redirected to Google (or Facebook, LinkedIn, Apple, etc.).
- The provider checks their identity → If they’re already logged in, it’s instant. If not, they log in.
- The provider asks for permission → For example, “Do you allow this app to use your name and email?”
- Your app gets a secure token → This is like a hall pass saying “Yes, this person really is who they say they are.”
- The user is logged into your app → No new password, no extra hassle.
Behind the scenes, this involves protocols like OAuth and OpenID Connect, but you don’t need to know the inner workings to understand the principle: your app trusts the provider’s word instead of asking for everything itself.
Popular Providers and Their Quirks
Not all SSO options are created equal. Here’s what you should know about the most common ones:
- Google: The most widely used and trusted option. Integration is relatively straightforward, but you’ll need to configure your project in Google Cloud Console.
- Facebook/Meta: Still common, especially for consumer-facing apps. However, you need a verified business account, and approval isn’t always instant, in fact sometimes this is quite onerous.
- LinkedIn: Perfect for B2B apps, but like Facebook, it requires a business account, and the approval process can cause delays.
- Apple: If you’re releasing an iOS app and you offer other SSO options, Apple requires you to also provide “Sign in with Apple.” It’s sleek but comes with its own rules and review processes.
- Microsoft: Widely used in enterprise and education environments. It’s a strong choice if your target audience includes corporates or institutions, but it requires setup through Azure Active Directory, which can be more complex than other providers.
Each provider has its own quirks, setup processes, and approval timelines. That’s why SSO isn’t just “a button you can quickly add”, it requires careful planning.
Benefits of SSO
For Users:
- Speed: Signups and logins happen almost instantly, which means users can get to your product faster. This reduces frustration and makes the overall experience feel smooth and modern.
- Familiarity: People already know and trust providers like Google or Microsoft, so they feel more comfortable signing in. That trust often translates into higher confidence in your platform too.
- Less password fatigue: With SSO, users don’t need to remember yet another password. This lowers the risk of forgotten credentials and reduces the hassle of constant password resets.
For Website Owners:
- Higher conversions: Every extra step in a signup form is a chance for someone to drop off. SSO cuts those steps down, leading to a noticeable bump in conversions.
- Lower abandonment: By making login fast and easy, you prevent users from bouncing at the first hurdle. Fewer abandoned registrations means more people actually engage with your platform.
- Reduced password headaches: You don’t have to deal with storing or securing as many passwords, which simplifies your user management. It also means fewer support tickets around lost logins and resets.
Here’s a simple comparison of SSO vs Traditional Registration:
Traditional Registration | Single Sign-On (SSO) |
| User fills in details manually: Every new signup requires typing in personal details like name, email, and password. This slows down the process and adds friction before they can use your product. | User logs in with one click: A familiar “Sign in with Google” (or similar) button lets users skip forms entirely. This creates a much faster, smoother onboarding experience. |
| Must remember a new password: Users need to store yet another login credential, which often leads to forgotten passwords. This can result in frustration, support requests, or users abandoning your app altogether. | No new password needed: Users rely on credentials they already know and trust. This removes password fatigue and avoids the problem of forgotten logins. |
| Slower signup process: Completing forms and verifying accounts takes time, which can discourage some users. Every extra step in the flow increases the chance of abandonment. | Faster, familiar signup: SSO feels seamless because users have likely used it elsewhere. That familiarity gives them confidence and encourages quicker adoption. |
| Full control of user data: You gather exactly the data you want during signup, from basic details to custom preferences. However, this places the full burden of securely storing and managing that data on your side. | Limited to what provider shares: You only get access to the information the provider allows (usually just name and email). If you need additional details, you’ll have to collect them separately after login. |
Important note: It’s not a case of choosing one or the other. Most apps offer both. Some users prefer SSO, while others would rather create a traditional account - giving both options maximises adoption.
Hidden Things You Need to Know
While SSO is powerful, it’s not without its less obvious challenges:
- Business Account Requirements: For providers like Facebook and LinkedIn, you’ll need a verified business account before you can integrate. These approvals take time, so don’t expect it to be instant. At times this has been a frustrating process for some of our clients, causing major delays.
- Dependency on Third Parties: You’re trusting another company’s systems. If Google or Facebook change their policies, your login flow could be affected. This is where you need to ensure your website or web app is supported and maintained on a regular basis
- Provider Lock-In: If you only allow SSO and a provider restricts access, you’re stuck. That’s why it’s smart to always keep traditional registration as a fallback.
- Profile Management: What happens if a user changes their email on Google? Does it update in your system? These are details you need to plan for in your integration.
Start Simple: You Don’t Need Every SSO Option from Day One
A common misconception is that you need to launch with all the login options right away: Google, Facebook, LinkedIn, Apple, Microsoft, maybe even GitHub. The truth is, you don’t.
In fact, it’s often better to start with just one provider (Google is usually the most popular) and roll out more over time. This approach:
- Reduces complexity at launch: less setup, less approval hassle. This also means less development time and a quicker launch
- Keeps testing manageable: fewer moving parts means fewer things that can break.
- Lets you learn from user behaviour: you might find that 80% of your audience just uses Google, which saves you the effort of adding every option.
You can always expand later. SSO isn’t an all-or-nothing decision, it’s a feature you can grow with your product. Chances are that if many of your new users are asking for a certain platform for SSO, then that’s a good reason to introduce a new SSO option.
When SSO Isn’t Enough: Collecting Additional User Information
Another reality of SSO is that while providers like Google, Apple, or Microsoft will share basics like name and email, they won’t give you everything you need.
What if you also need:
- User preferences (e.g., email notifications on/off).
- Extra details (e.g., company name, industry, or role).
- Compliance-driven info (e.g., address for billing, consent agreements).
There is always the option of going the hybrid approach. A hybrid approach means combining the convenience of SSO for core identity (like name and email) with custom onboarding steps to capture any extra details your platform needs. In practice, the user signs in quickly via Google, Apple, or Microsoft, and then you guide them through a short additional form to complete their profile - striking a balance between speed and collecting the right information.
This is where a hybrid approach comes in. Practically, it works like this:
- User signs up via SSO (fast, frictionless).
- Your app prompts them for additional details you need for your platform to function.
- Profile is completed - blending data from the provider with data you collect directly.
The key is to balance convenience with completeness. Let SSO handle the heavy lifting for identity, and then design a smooth onboarding step for capturing the extra info that matters to your business.
Rolling Out SSO in Practice
From the outside, it looks like “just another button.” But here’s what’s actually involved in rolling it out:
- Register your app with the provider (Google, Microsoft, LinkedIn, etc.).
- Set up permissions: for the data you want access to (usually name, email, sometimes profile picture).
- Implement the handshake: exchanging secure tokens between the provider and your app.
- Manage user profiles: making sure users can still edit/update details in your system after signup.
- Test thoroughly: each provider behaves slightly differently, so you need to cover all edge cases.
In many cases, this also means applying a hybrid approach: letting SSO handle the essentials, and then prompting the user to add any extra details your platform requires. This ensures you keep the signup process fast while still collecting the information your business needs.
This is where an experienced development partner makes all the difference. At Elemental, we’ve implemented SSO for a range of web apps, and we know where the bumps in the road are likely to be. From scoping and approvals to smooth rollout, we make sure SSO works seamlessly for your users and your business.
Conclusion: A Small Button with Big Impact
On the surface, SSO looks like a small feature. But behind that one button is a mix of user experience wins, business benefits, and technical complexity. Done well, it can boost signups, streamline onboarding, and give users the familiar, fast process they’ve come to expect.
But it’s not as simple as dropping in a button. You need to think about provider quirks, business account approvals, profile management, and long-term dependencies. You also need to think about what information you want to gather from users at sign up.
That’s why having the right development partner matters.
If you’re considering adding SSO to your web app, chat to us at Elemental. We’ll make sure it’s done right - no hidden surprises, just a smoother experience for your users and your business.
