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BetStars tops mobile sportsbook registration rankings

| By Stephen Carter
Betstars has topped a ranking of mobile sportsbook registration processes by form analytics platform Formisimo, following up its market-leading performance on desktop last October

Betstars has topped a ranking of mobile sportsbook registration processes by form analytics platform Formisimo.

The PokerStars sportsbook took just 21.6 seconds for the sign-up process, compared to an average of 77 seconds across the 43 mobile sites analysed in December 2017. Betstars also topped Formisimo’s analysis across desktop platforms performed last October.

The Manchester-based company used 58 metrics to assess performance, with each mobile registration process then ranked.

Betbright, Betfair and Genting Bet also performed strongly, being ranked “market leaders” by the Manchester-based company.

The European site of Asian bookie 188Bet took the longest, at 97.8 seconds, with high-profile operators Ladbrokes, Bet365, Stan James and Betfred also having registration processes that took longer than the average to complete.

A table ranking the sites according to the total time it took to complete the registration process can be found below.

188Bet’s performance reflected the length of the form punters had to fill in, having 20 fields compared to just 12 for Sky Bet and an average of 16.

The latter was however among a number of blue chip brands which ranked well below the market average once all criteria were taken into account, along with Paddy Power and Bwin.

Formisimo said that the length of mobile registration forms was the main sticking point, and that these “could be half the length.” With customers disliking longer forms, operators exposed themselves to higher registration cost, increased abandonment and higher marketing CPAs, it said.

A key factor in the time it took to complete forms was the type of fields used, with text inputs taking longest, followed by drop downs, then radio buttons and finally tick boxes.

Other key friction points dictating ranking were the lack of automatic address lookup, with only one in five operators using this, and a lack of customer service information to help players in the event they got stuck during the sign up process.

According to Formisimo, “81.4% of gambling processes have no customer service information. 13.95% have contact details on the page, with [only] 4.65% offering a livechat service.”

Formisimo also higlighted five key takeaways for operators: One, remove password confirmation, and make your registration shorter. Two, show customer service information or a livechat link. Three, use attributes to show the right mobile keyboard. Four, allow users to view the password they’re entering and use an advanced, automatic address lookup. Five, reduce address fields to a single input.

You can view the full analysis here

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