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How easy is it to register with sports betting apps?

18 August 2020

The registration on sports betting apps is crucial for successful customer acquisition and onboarding. If the process is slow and complex, some customers may be deterred, and therefore, a simple registration process is a necessity to get them to start using the product faster. However, operators also need to remain compliant, and handling any ID verification efficiently also plays a big role in customer acquisition to avoid drop offs.

We've put together mini UX review of the registration process with sports betting apps. It was carried out by one of our new team members, who has limited knowledge of gambling products, so represents a novice experience.

The review process

The objective of this review is to systematically analyse sports betting apps to determine which ones have accomplished an effective registration process.

For this review, we randomly selected 10 UK sports betting apps that came up first in Google. We looked at the account setup, the deposit, and the ID verification process where registration is only finished once all three have been completed. This was done from a complete novice perspective, following the customer journey as a new user would.

All reviews were conducted in July 2020 on a Samsung Galaxy S9 and iPhone 11. We reviewed the following elements of the registration process:

  • The total number of steps/forms the customer must go through before completing registration. This includes account setup, payment details and ID verification.
  • The total number of screens displayed to the customer before completion (including pop-ups).
  • If the registration takes up the full screen.
  • The total number of fields required (not including optional fields or ID).
  • Are the required fields explained?
  • Hints for successfully entering information to reduce human error. 
  • If the form provides appropriate keyboards for each entry (e.g. numbers for DOB or phone number).
  • If the form provides responsible gambling tools (e.g. setting deposit limits).
  • The amount of time it takes to complete registration.
  • If the form asks the customer to deposit.
  • If the form allows the customer to skip the deposit process and browse the app.
  • The number of steps in the deposit process
  • The amount of time the deposit process takes.
  • How customer ID verification is handled.

 

Reviews

bet365

Time elapsed: 3min 09s

Required fields: 21

Screens: 13

Full screen: Yes

Steps: 7

Fields explained: Yes

Hints: Yes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Asks for deposit: Yes

Skip deposit: Yes

The bet365 registration process is 7 steps: account set up (1), ID verification (5) and deposit (1). Overall, the registration process was frustrating, as there were too many screens, searching was required to figure out how to complete it and features that didn’t work as expected. Therefore, this process would deter a significant number of customers.

Account setup [1min 23s]

The first step begins by selecting the ‘Join’ icon at the top of the screen.  For large phone screens, this may be difficult to reach with one hand and would be better placed at the bottom. Moreover, it would greatly benefit from a large and bold font to make it easier to find.

This step is structured as a long, single form divided by subheadings. This would be better split into smaller steps to provide the customer with a sense of progress. Furthermore, hints are provided to facilitate data entry, however, they are only shown if the customer presses an icon. This could be improved by automatically providing the hint in a non-invasive manner. The customer may browse the app after this step, but to use the full features, e.g. place a be, the customer must complete the ID verification.

Deposit [37s]

Following the account setup, the customer is immediately asked to enter payment details with a minimum deposit of £5. However, it does not inform the user that they can still browse the app regardless of whether they have deposited which is somewhat misleading. This could be improved by informing the customer that they do not have to deposit immediately. Overall, the payment setup is only 1 step and the simplest area to complete offering deposit limits as well.

ID Verification [1min 9s]

The time taken, shown above, is not fully representative as we had to seek online help to complete the process. Nonetheless, the customer is prompted to verify their identity before they can place bets. However, to do so is unnecessarily complex and the app should inform the customer from the very beginning.

The customer must go through 5 steps from the home screen: My Account> know your customer (KYC)> upload an identity document> select one out of 4 methods of verification> upload document. For this review, a driving licence was the preferred means of ID verification, however, the in-app camera did not function at all. This may be an issue unique to Android phones, but it is a poor experience, nonetheless. Otherwise, the customer must upload a file from their device instead.

 

William Hill

william hill registration

Time elapsed: 1min 30sec

Required fields: 20

ID verification required: Automatic

Screens: 7

Full screen: Yes

Steps: 4

Fields explained: Yes

Hints: Yes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Asks for deposit: Yes

Skip deposit: Yes

The William Hill registration process is 4 steps: account setup (3) and deposit (1). Overall, the registration process was quick and simple but could be improved by providing a progress bar/steps throughout; informing the customer that they can skip the deposit section and informing that the ID verification is automated.

Account setup [1min]

This begins once the customer has permitted the app to access their location, which ensures gambling is allowed in their area.  They are then prompted with a screen that allows them to register immediately. An effective method, as the customer does not have to find the registration page themselves. The customer is presented with a single long-form divided by 3 numbered subheadings which we define as steps. Notably, the address finder made the process significantly quicker.

Deposit [30s]

The payment method screen is not clearly labelled, and the payment methods are greyed out as if they are unavailable, so the customer may become confused. To improve, this screen should be clearly labelled, take up more of the screen and the payment methods should be presented in a way that makes them seem available. However, this section does provide help at the bottom of the screen throughout which is a useful feature.

ID Verification [Automatic]

We found that the verification process is automated, however if this fails, the user will be required to provide a coloured copy of ID. This speeds up the process, but the customer should be informed that ID verification is automated to avoid confusion. Moreover, the user must send or email their form of ID to William Hill’s customer services which may be a lengthy process.

Kwiff

kwiff onboarding

Time elapsed: 4mins

Required fields: 22

ID verification required: Automatic

Screens: 16

Full screen: Yes

Steps: 11

Fields explained: No

Hints: Sometimes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Asks for deposit: Yes

Skip deposit: No

The Kwiff registration process is 11 steps: account setup (7) and deposit (4). Overall, this process was long-winded. Firstly, the customer is prompted with onboarding pop-ups that give some information about the app and instantly ask to join. However, they are distracting and don't allow to browse the app. The registration process is also very long. Each step is its own screen and everything takes too long to complete, plus the customer can't skip deposit, so it could prevent them from completing the full registration.

Account setup [2min 30s]

The customer is again prompted for access to their location and then asked to register. At first, this process seemed like it was heading in the right direction, but each step was not numbered and thus, seemed never-ending. It could be improved by illustrating the number of steps to complete and better explanations of why certain information is required. A mobile number verification code is needed to progress the process, this means if you have a poor phone signal you will not be able to continue. This could be improved by grouping some of the steps together, thus making the registration process more efficient.

kwiff deposit

Deposit [1min 30s]

This section was simple except for a lack of hints for entering information. Moreover, along with the other steps, the animations could be quicker to make it quicker. Because there is no option to skip deposit, this could deter some customers from completing registration as the deposit section is integrated with the registration process. It could be improved with quicker animations and independent processes.

ID Verification [Automatic]

This process was automated and would only request ID documents if the process failed.

 

Paddy Power

Time elapsed: 2mins

Required fields: 16

ID verification required: Automatic

Screens: 6

Full screen: Yes

Steps: 4

Fields explained: Yes

Hints: Yes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Asks for deposit: Yes

Skip deposit: Yes

The Paddy Power registration is 4 steps with an automated ID verification: account set up (2), deposit (2). Overall, this process was quick, simple, and well signposted. It could be improved with an immediate registration screen.

Account setup [1min 40s]

Begin by selecting the join now button at the top of the home screen, this could be improved with an immediate registration/log-in screen. The number of steps is located at the top right of the screen, a useful feature but could be presented better to illustrate the customer’s progress more clearly. A useful password strength bar is provided along with an address finder for quick entry. The second step of this process offers a large number of hints and explains every field, so the user is clearly shown how or why they are entering certain information.

Deposit [20s]

The deposit process is quick and simple. The customer can also skip the deposit to carry on browsing the app.

ID verification [Automatic] [Manual: 15s]

The Paddy Power ID verification is automatic, however, if this fails the customer will be required to provide a form of ID and this can be completed through the app through My Account>Upload documents. This process takes 4 steps and 15 seconds to complete.

Coral

Time elapsed: 2min 04s

Required fields: 23

ID verification required: Automatic

Screens: 7

Full screen: Yes

Steps: 5

Fields explained: sometimes

Hints: Yes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Asks for deposit: Yes

Skip deposit: Yes

The Coral registration process is 5 steps: account setup (3) and deposit (2). Overall a quick and simple process that could be improved with a few minor tweaks.

Account setup [1min 15s]

Begins by selecting the ‘Join’ button at the top of the home screen. The process is split into 3 short steps illustrated by a progress bar at the top of the screen. It features an address finder but lacks a password strength bar/automatic checklist to facilitate data entry. Coral asks the customer if they would like to set up fingerprint login which would speed up the process significantly. However, there is no explanation for why any of the fields are needed. Therefore, a better explanation would provide transparency and speed up the process.

Deposit [49s]

The deposit process offers responsible gambling tools in the form of deposit limits. Furthermore, each field in the payment details step is explained and provided with useful hints throughout.

ID verification [Automatic] [Manual: 30s]

If automatic ID verification fails, the user will be required to provide a form of ID through a 6-step process. This would be better if there was an independent ID verification section of the app, so the customer does not have to seek online help or search through the app to find it. Moreover, the user should be better informed about their verification.

Ladbrokes

ladbrokes

Time elapsed: 2mins 43s

Required fields: 20

ID verication requiredfi: Automatic

Screens: 9

Fullscreen: Yes

Steps: 5

Fields explained: Sometimes

Hints: Yes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Asks for deposit: Yes

Skip deposit: Yes

The Ladbrokes registration process is 5 steps: Account setup (3) and deposit (2). Overall, this process was quick and simple but could be made quicker by reducing the number of screens involved. This app also requests the customer for permission to access their location.

Account setup [1min 47s]

The process begins by selecting the “Login/Join” button at the top of the home screen and then the customer must select the register button on the following screen. This could be made quicker with an immediate login/register screen or by placing an independent ‘Join’ button at the bottom of the home screen so it is easy to reach. This section is divided into 3 simple steps and features an address finder, progress bar and hints throughout. However, it lacks field explanations, and this could potentially speed up the process.

Deposit [56s]

Offers responsible gambling tools in the form of deposit limits, explains the reasons for entering the data and provides useful hints throughout. This could be made quicker by including the deposit limit and payment details section in one screen or divided by 2 steps with a progress bar.

ID verification [Automatic] [Manual: 22s]

If automatic ID verification fails, the customer will be required to provide a form of ID through a 6-step process. This would be better if there was an independent ID verification section of the app, so the customer does not have to seek online help or search through the app to find it. Moreover, the user should be better informed that they have been verified.

BetVictor

betvictor

Time elapsed: 1mins 15s

Required fields: 17

ID verification required: Automatic

Screens: 6

Full screen: Yes

Steps: 5

Fields explained: Sometimes

Hints: Yes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Requests deposit: No

Skip deposit: Yes

The BetVictor registration process is 5 steps: Account setup (4) and deposit (1). Overall, this app was the best performing in terms of speed and engagement, so customers are unlikely to be deterred. This app also requests the customer for permission to access their location.

Account setup [65s]

Begins by selecting the ‘sign up’ button at the top of the home screen which could be made quicker with an immediate login/register screen or by placing an independent ‘sign up’ button at the bottom. The steps are shown clearly with a progress bar and some of the required fields are explained so more explanation is required. Hints are provided throughout, an address finder and an automatic password checklist are provided however, a password strength bar would be a useful addition.

Deposit: [10s]

BetVictor does not ask the user to deposit immediately which is a good feature as it does not force the customer’s hand in any way. It offers the responsible gambling tool of deposit limit setting as a pop-up.  This would be better if it were simply part of the payment details section as to not invade the customer’s screen.

ID verification [Automatic]

If automatic ID verification fails, the user will be required to provide a form of appropriate ID. This can be done by accessing the ‘Account Verification’ tab in ‘My Account’ and is clearly labelled.

Betway

betway

Time elapsed: 1mins 31s

Required fields: 17

ID verification required: Automatic

Screens: 5

Full screen: Yes

Steps: 6

Fields explained: Sometimes

Hints: Sometimes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Requests deposit: No

Skip deposit: Yes

The Betway registration process is 4 steps: account setup (3) and deposit (3). Overall, this was simple but could be improved with more explanation of fields, more hints and more screens to split the account setup process up. This app too requests permission to access the customer’s location.

Account setup [55s]

This begins by selecting the ‘register’ button at the bottom of the screen. This is intuitively placed but could be improved with an immediate registration screen to sign up the customer as quickly as possible. The account setup is structured as one long-form divided by 3 numbered headings which act as steps and features an address finder. This could be better if it were divided by 3 separate screens and a progress bar. Furthermore, this form could be improved with a password automated checklist and password strength metre. This form does include a useful address finder.

Deposit [36s]

The customer is not immediately asked to deposit which is a welcoming feature, like BetVictor, as it is less demanding of the customer. Moreover, Betway provides the responsible gambling tool of deposit limits.

ID verification [Automatic]

If automatic ID verification fails, the user will be required to provide an appropriate form of ID.

888sport

888sport onboarding

Time elapsed: 3mins 52s

Required fields: 17

ID verification required: Yes

Screens: 15

Full screen: Yes

Steps: 12

Fields explained: Sometimes

Hints: Sometimes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Requests deposit: Yes

Skip deposit: Yes

The 888sport registration process is 12 steps: account setup (3), deposit (3) and ID verification (6). Overall, this process was overly complex and difficult which will deter a significant number of customers as demonstrated by its 1.6 rating on the Google Play Store.

Similar to Kwiff, 888sport app loads onboarding screens before the customer has a chance to browse the app. It's distracting and doesn't need to happen at this stage.

888sport registration

Account setup [1min 7s]

Begins by selecting the ‘login’ button at the top of the home screen. This is poorly designed as there should be either a dedicated register button at the bottom of the screen or an immediate registration screen at the beginning. However, the account setup process is usefully split into 3 individual steps and includes an address finder and automated password checklist. The account setup could be improved by including a password strength metre, explaining fields and by providing more hints.

Deposit [1min 31s]

This process was relatively simple but spread across 3 different screens. This app does offer deposit limits, but they are not clearly shown to the customer. Moreover, the customer is asked to deposit immediately after setting up an account which may come across as demanding.

ID verification [1min 14s]

This process was 6 steps and overly complex. It would be greatly improved if it was automated or explained more clearly to the customer. Furthermore, the customer is not flagged if they have not verified their ID even though this is needed to deposit.

Betfair

betfair

Time elapsed: 2mins 06s 

Required fields: 16

ID verification required: Automatic

Screens: 7

Full screen: Yes

Steps: 4

Fields explained: Yes

Hints: Sometimes

Appropriate keyboards: Yes

Responsible gambling tools: Yes

Requests deposit: No

Skip deposit: Yes

The Betfair registration process is 4 steps: account setup (2) and deposit (2). It’s the same as Paddy Power, as they’re using the same system in the backend. Overall, this process was quick, simple, and well signposted. It could be improved with an immediate registration screen.

betfair promotion

Account setup [1min 31s]

It's generally the same as Paddy Power, however, during the registration, Betfair displayed promotions which are distracting and add extra screens to the registration process. They don't need to be here at all or potentially could be presented upon registering.

Deposit [20s]

Same as Paddy Power.

ID verification [Automatic] [Manual: 15s]

This process is automatic but could be improved by informing the customer as such. If the customer is asked to present some form of ID, they do so by going to the ‘Upload identity documents’ tab of the ‘My Account’ screen.

Conclusion

Based on the apps that have an effective registration process and our recommendations, the following elements should be included in all sports betting apps:

  • Easy access to the registration screen.
  • A clear explanation of the registration process.
  • A multi-stage account setup process with numbered steps and clear labels for them.
  • A registration progress bar.
  • Clearly labelled input fields with tooltips and explanation to minimise human error.
  • Password strength metre and automated checklist.
  • Address finder.
  • Useful tips to go through the ID verification efficiently.
  • A single step deposit process.
  • A clear option to skip deposit.
  • Customer location access request.
  • In-app ID verification confirmation.
  • Dedicated and clearly labelled ID verification area.


Overall, almost all apps do not explain each field or have hints for every field. Therefore, if each step and field were clearly explained, as well as providing useful hints throughout, this would greatly increase the accessibility of the registration process, deterring significantly fewer customers.

If you'd like to optimise the registration form on your online gambling product, let us know below!

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