Delves into length and complicity of customer registration process vs. conversion rate
UK Form Analytics platform Formisimo has released some interesting insights into the registration processes of leading European sports betting firms.
The report details an average sign-up process of 77 seconds, with the user having to enter information in an average of 17 different fields. Formisimo investigated the likelihood of conversion in first-time registrants relative to the time, length and complexities of sign ups which if lengthy and onerous ultimately result in higher registration costs, increased abandonment and higher marketing CPAs.
Of the 45 companies that were tested, Sky was commended for its below average number of fields despite having one of the highest number of steps to follow.
The top 10 operators with the most arduous number of steps in betting registration forms were Skybet, Spreadex, Unibet, Gentingbet, 188bet, Mr Green, Ladbrokes, Virgin Games, 888Sport and bwin.
The top 10 leading in terms of the least amount of steps in betting registration forms were BetStars, Coral, Paddy Power, SportPesa, Bet365, MarathonBet, BetFred, Betfair, 10Bet and BoyleSports.
In terms of the number of fields in the registration process, of which the average was 17 – Formisimo found the number of fields directly correlates to the conversion rate. A higher number of fields in all likelihood will see the registrant abandon the process. BetStars led this category with just 4 fields, followed by Betbright with five. Spreadex came in last with a whopping 34 fields followed by Sporting Index with twenty-eight.
It’s an interesting and worthwhile read which can be accessed here: https://www.formisimo.com/insight/gambling