Latest figures show that smartphones now account for 59% of all online minutes with 10.4 million adults only using a mobile or tablet to access the internet.
This continuing shift to on-the-go logging-on means making online forms mobile-friendly is more important than ever. Remember that for some of your customers, their smartphone is their only computer. And these come with their own unique issues that smart UX can address.
Like all forms completed on a mobile, creating a conversion-boosting customer sign-up process for a gambling site requires careful design to get the right results.
How to Make It Easy for Customers
In December 2017, I analysed the mobile registration forms of 43 UK and European gambling companies.
Measuring 52 different metrics from number of steps and fields to the use of mobile-friendly keyboards, each form has been ranked to create a UX league table.
They’ve been scored out of a total of 84 based on critical factors, such as having live chat, postcode look-up and inline validation. These can all affect user frustration and satisfaction, impacting on your conversion rate.
Mobile forms present unique challenges: smaller screens, compromised data input, user distractions, time restraints and unreliable connectivity.
Compared to the comfort of using a PC to achieve the same goal, mobile conversion rates are naturally lower.
My research can help guide you towards increasing your chances of mobile conversion. It reveals that:
- Removing password confirmation and adding a show password option improves UX
- A live chat link and/or customer service contact details will boost conversions
- A third of companies aren’t using mobile-friendly keyboards
- Using an advanced address look-up will reduce the number of fields and completion times
So which gambling companies are a safe bet when it comes to customer conversions and which are more of a long shot?
Here’s a preview of the top and bottom five in my UX league table:
TOP OF THE TABLE
- Genting Bet
BOTTOM OF THE LEAGUE
- Mr Win
- 32 Red Sports
- Stan James
Read about my methodology and data compilation technique.
What are the likes of Betstars and Betbright doing to raise the stakes? And how can companies such as Bet Regal and XTiP improve their odds?
Here are my five key take-aways:
Say Goodbye to Password Confirmations
When your aim is a quick, successful registration, reducing the number of required fields is an easy win. It reduces the time taken to complete the form and eases potential frustration triggers.
For example, inputting a password twice on a mobile keyboard requires unnecessary time and effort that may annoy your potential customer so much that they leave your site.
35% of the mobile gambling forms we analysed have a single input for their password: none of the top five ask for confirmation while 80% of the bottom five do.
But will this technique impact on lost password requests and simply delay frustration? Isn’t recognising typos and alerting users to them a positive form of optimisation?
Possibly. A/B testing will help you to assess the market and discover which way suits your business best: saving time by reducing fields or pre-empting possible future issues.
Our own testing proved that including a confirm password field in your form can lower conversion rates. We found that over a quarter of all users abandoned their sign-up form and that it was responsible for hundreds of corrections.
Don’t Take Chances with Password Parameters
Another simple UX trick is to combine avoiding password confirmation with the option to show password.
Choosing a new password and entering it on a mobile creates a high cognitive load. If the password requires a specific number of letters and symbols, then getting it right first time is crucial to keep your customer calm and moving through the form.
By unmasking the password as it’s inputted, the chances of spotting errors increase so they can be corrected straightaway without having to reconfirm. Seeing it on-screen will also aid recall the next time it’s needed.
55.8% of the sites we analysed don’t have a show password function: this works by adding a symbol such as an eye which can be clicked on to switch between show and hide password.
If a user is worried that someone might be watching over their shoulder as they type, you can address their security concerns by allowing them to still display a row of “•” symbols.
Leader in form design and Google Product Director Luke Wroblewski describes password-masking as a “… rut. A design pattern that has been around so long that no one thinks about it much. We all just go through the motions when assembling a log-in screen and add password-masking by default. Lost business and usability issues just come along for the ride.”
The solution is to offer users a choice: something over half of the gambling companies we analysed choose not to do.
Luke Wroblewski admits this password-revealing could take some time to get used to but believes that its UX value beats any “questionable security increases”.
The Irony of Mobile Forms Without Mobile-Friendly Keyboards
If a form is provided specifically for completing on a small mobile device, it’s peculiar that any of them wouldn’t offer the most suitable keyboard for the job.
But around a third of gambling registration forms don’t show the most relevant mobile keyboard for each stage of the process: only 77% switch to an email keyboard and 79% to a telephone keyboard when this information is requested.
This choice significantly slows the user down as they enter data like a phone number or email address as they need to switch between keyboards. This increases the likelihood of errors, the time taken to fill in the form and frustration levels.
Fixing it – and reducing the complexity of mobile data entry – is an easy and risk-free optimisation.
These virtual keyboards boost efficiency for all. There are plenty to choose from to help users stay within boundaries and ultimately improve your conversion rates.
Give Your Form the Human Touch
Your form might be short but it doesn’t need to be impersonal. With plenty of competition out there, positioning your brand as helpful will move you up the customer satisfaction ladder.
When registering to gamble online, it’s unlikely that your customers will need to contact you. But, giving them the option via a live chat link or contact number/email will instill confidence that your company has a human face.
Only 19% of gambling companies provide this kind of customer service accessibility, with 14% offering live chat and 5% including a contact number. Of the top five in our league table, 40% have live chat compared to none in the bottom five.
Letting users know that they can easily contact you will create trust in your company. The result? Another new customer.
Take Advantage of Address Look-Ups
As the building blocks in your form, the number of fields directly impacts on conversion rates: lower them and see your new sign-ups soar.
One simple way to do this is to take advantage of advanced, automatic address look-ups which can reduce your address fields from five to one.
Instead of users having to laboriously enter their house number and postcode to choose an address from a drop-down list, all they have to do is type in any element of their address. The look-up then uses their IP address to filter the results to show the most likely matches.
It’s a simple one-field solution to a form-filling chore that can often elicit “Oh no, not again” groans.
Of those sites we analysed, just 18.6% are making the most of this optimisation. A further 37.2% use a traditional postcode look-up and 37.2% have no address look-up, making the task of inputting an address a time-consuming and dull task.
Take my tips to maximise your form for mobiles on board, give users a fabulous, mobile-friendly form and you’ll see conversion rates fly.