Betsson
One-click bet
* Some processes design artefacts, user feedback and data cannot be shown due to contractual agreement.
One-click bet
Betsson is a Swedish company that offers a range of online gambling products, ranging from poker, sports betting, casino games just to name a few.
The challenge
The challenge wa to increase customer awareness, engagement and conversion via redefining the on boarding flow and eliminating the ineffective touch points.
Research
Starting with understanding our users, I conducted group sessions with both existing customers and with a panel of users in our target that have yet to use the platform. The insights that I have gathered were used to map out the red routes and the ineffective touch points that guided us to explore different ways to drive more engagement and conversion.
“I need more context on why I should provide my bank details first”
“Registration seems complicated — too many steps”
“Why can’t I use my personnummer* to register?”
* Swedish personal ID number.
Usability testing
I’ve conducted usability testing and focus group sessions with real customers, as well as with a panel of users that matches our personas. The insights were used to map out the red routes and the ineffective touch points and guide us to explore different ways to drive more engagement and conversion.
What benefits do users get by registering?
To keep the user-centricity for any optimisation project, a ‘red route analysis’ should always be one of the first tasks to prioritise.
While testing the onboarding process I have observed that the there were some minor errors; but those were appearing continuously and the list of errors was growing and growing.
It became critical to restructure and prioritise the registration process, and the red route analysis helped to define the different scenarios and critical tasks.
Problems
The current registration process uses difficult language and contains all the mandatory and non-mandatory fields, which makes the navigation very complex.
Some steps don’t give any context to the user. The lack of affordance (implicit or explicit) creates more confusion on users.
Although most of users felt that their personal data is secure, the two-step verification factor was perceived as a distractive blocker.
Solutions
In order to minimise the feeling of a tedious registration process, we have decided to have a two-step registration process (partial registration).
The decision of adding an SMS token instead of a email verification reduces the risk of account access from a third party.
Optimising the onboarding experience
The registration form was too long and not well structured, and this led to a high dropout rate.
We noticed that the high dropout rate was directly associated to the low attention span that users have, therefore the first action was to simplify the form by reducing the amount of required fields, because we want users to:
1. Focus long enough to complete registration.
2. Feel assured the task is quick and easy.
Due to business and legal requirements, we couldn’t make the form short and sweet, so we opted for splitting and reorganising the registration form in what we called 2+1 registration. A progress bar was included to let users know at what stage of the registration they are.
The first step of the registration form was to collect personal data to create a basic user account with Betsson. This move was strategic helped us reactivate users with incomplete profiles. An email verification within 7 days is needed to verify the account.
The second step is to collect users billing information, for governmental taxation (if required). At this point, users can explore all the casino and betting options available.
The third step is to collect user’s payment method, and top up the account balance in order to place a bet on any of the paying games.
Another main optimisation task linked to the onboarding is the choice of payment method, where data showed that is one of the main pain point and drop out steps for the users. During the usability testing process, we noticed that there was a lack of sense of security from users when choosing the payment method; and the current process wasn’t very transparent.
Old flow (2 steps)
Optimised flow (1 step - dynamic)
Monitoring changes
These optimisations were part of a global strategy that included a marketing campaign and several promotions that helped us reward existing customers for their fidelity, acquire new users as well as to reactivate the dormant accounts. Some of the key results are:
