BetStars takes top spot in mobile registration rankings
Sky Bet, Paddy Power, bwin and Betfred all rank below the market average
Stars Group sportsbook BetStars has the best mobile registration process in the industry according to a new study carried out by analytics firm Formisimo.
BetBright and Betfair round out the top three in the rankings, while Sky Bet, Paddy Power, bwin and Betfred are all below the market average, according to Formisimo.
The analysis was carried out in December 2017 and saw Formisimo sign up to 43 bookmakers via a mobile device using a single persona.
Fifty eight metrics were used to measure performance and each mobile registration process was ranked to generate market positions.
Forisimio said the market leaders were more likely to see higher visitor to registration conversion rates, and lower marketing cost per acquisition costs, leading to greater profitability.
The analysis also found that only one in five providers use automatic address lookup, while four fifths had no customer service information on page.
On average, the mobile registration process takes 77.2 seconds to complete, with market leader BetStars at 21.6 seconds compared to 97.8 seconds for 188Bet.
“Gaming companies are more reliant than ever on mobile users,” said Formisimo CEO Al Mackin.
“Getting potential customers signed up and depositing is made more difficult by a smaller screen size, the lack of a keyboard, and the environment the user is in. You no longer have a focused desktop user who is sat at home with minimal distractions.
“My research highlights the opportunities, and how small changes can improve the user experience, and more importantly increase the registration and depositor rates.
The full research can be found here.
Formisimo carried out similar research on desktop registration process back in October.