Analysing the best registration processes across the sports betting industry
BetStars, BetBright and Betfair among those found to have the lowest registration time, according to analytics firm Formisimo
Form analytics company Formisimo investigated the sign-up processes of 45 sports betting companies, by signing up to each site using one persona and grading each operator across 52 different metrics.
The research was carried out in September 2017.
The findings
- BetStars, BetBright, Betfair and VernonsSports topped the league table with the best registration processes. Formisimio said these firms were likely to see higher visitor to registration conversion rates, and lower marketing cost per acquisition costs, leading to greater profitability.
- Key European sports betting companies are underperforming. Ladbrokes, Sky Bet and Coral are all below the market average, with half the scoring of market leader Betstars.
- Gambling forms could be half the length. The median number of fields across the 45 companies was 17, with the difference between the shortest and the longest forms being over 800%. Reducing the number of fields has a direct impact on conversion rates, and profitability, per Formismio
- Registration processes take on average 77.7 seconds to complete. Market leader BetStars takes just 21.6 seconds. Key providers Totesport, Coral, Ladbrokes, bet365, Paddy Power and Stan James have registration processes that take longer than the average to complete.
- Half of betting registration forms have mobile unfriendly features. Simple changes to the process would make it easier, and faster, for mobile users to complete the process.
- 2% of gambling processes have no customer service information. 16.3% have contact details on the page, with 44.2% offering a live chat service. In a congested market, where a small group of brands maintain the majority of brand awareness with the public, having a link to a customer services team builds confidence in the brand.
- 30% of registration processes have no automatic address lookup. Entering an address takes up a significant amount of time, which is eased by using a postcode lookup. A third of sites are making it significantly more difficult for potential customers to register.
For the full table of research, click here.