Betstars extends lead in registration rankings

Betstars has again topped form analytics platform Formisimo’s rankings of the registration processes of leading sportsbooks.

The PokerStars-owned book extended their score to 70 from 59 out of a possible 84 since the Manchester-based company ran its last analysis of desktop and mobile registration processes last September.

Formisimo highlighted the contribution of their short registration form which backloads the KYC step until after completion.

The analysis of 43 sites carried out in April 2018 looked at 52 metrics to gauge and compare performance.

Formisimo’s analysis also established that the “market is shifting away” from some major operators as they lose ground to those that have invested in improving their registration process.

Betfair emerged as the biggest loser since last September, down 23 places, with Coral, Sky Bet, LeoVegas and Genting Bet also losing ground.

Big improvers included Vernon Sports , which jumped 22 places in the league table, to second place, followed by DraftKings, up four positions, and Mr Green, up six.

Formisimo highlighted that less than half (46.5%) of sites use inline validation to show when users make a mistake or enter information correctly and that 37% have no automatic address lookup, despite both being relatively easy solutions to deploy which have a strong impact on conversion rates.

A more detailed dataset can be found here.