Formisimo Survey Delivers Interesting Sportsbetting Registration Insights

By Brian Cullingworth, Last updated Oct 13, 2017

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:

Brian Cullingworth

Infopowa news was a staple of Casinomeister’s news from 2000 until 2019. Brian Cullingworth was the main writer, contributor, and was one of the most knowledgeable persons I have ever known involved in the online casino industry.

We first met in January 2001 at the ICE in London where I observed him going booth to booth interviewing online casino, software, and licensing jurisdiction representatives. Brian was also heavily involved with our forum as “Jetset“, he was involved as an informal consultant to eCOGRA, the OPA, and was a player advocate who assisted countless aggrieved players with his connections to industry folks. He also published “Casino Cautions” via Infopowa news for quite a number of years. These can be found in our news archives.

His passing in February 2019 was a dark day for us. He will be forever missed.

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