The process of getting started with a platform sets the tone for everything that comes after. A frictionless onboarding process is key for player acquisition and retention.
From installing the app to signing in for the first time, every step counts. Any friction, whether in registration, verification or the user experience, can cause players to drop off. These early challenges impact conversion rates and long-term player loyalty.
TESTA’s crowdtesting approach sources feedback from the real players about the flaws in the entire process. This ensures the onboarding process is smooth and fun for players based on their real-time experiences, leading to higher conversion rates and user satisfaction.
With expertise in account verification, UX comparisons, and registration testing, TESTA offers operators actionable information to improve the process and curb drop-offs.
Improving user retention through seamless iGaming onboarding is imperative for turning new gamers into repeat users. TESTA’s insights help operators achieve this by making every step of the player journey smoother. Discover how TESTA’s onboarding testing solutions can improve your process.
Begin breaking down your barriers today. Contact TESTA and see how to boost your platform’s user experience and retention rates
Understanding onboarding friction
Friction in onboarding happens when something slows down or stops players from starting smoothly on a platform. Slow app downloads, long signup forms, and delays in verification can make players lose interest.
Onboarding friction in iGaming isn’t limited to slow speed. It also includes factors like inconsistent device experiences, confusing bonus steps, region-specific compliance hurdles, etc. Different markets have different requirements, and failing to meet them can upset players and even cause legal problems.
Limited payment choices and the unavailability of local payment options are other barriers. If players can’t use their chosen payment method, they could abandon the platform. A study shows that 20% of users leave if they feel the payment process is not secure or trustworthy.
Resolving these bottlenecks is important for building trust, increasing sales and making players return for more. The smoother the onboarding process, the better the chances of retaining players.
Source: https://xsolla.com/blog/tackling-checkout-abandonment
Why does onboarding matter for iGaming success?
Onboarding is the first chance to win a player’s trust and loyalty. It is the path to success in iGaming. A smooth, welcoming process shows players they’ve made the right choice, building trust in the platform from the start. This initial positive impression sets the tone and encourages players to explore what the platform has to offer.
Players prefer onboarding to be quick and straightforward. Complicated steps, unclear instructions, or long wait times frustrate the users, leading to drop-offs. Research shows how even small delays lead players to switch to competitors. Every abandoned account represents a lost opportunity to convert a visitor into an active, loyal player.
Understanding how to create an effective iGaming onboarding process is essential for retaining players. Operators should focus on spotting and resolving friction points to guide players smoothly and boost retention over time.
Common friction points in multistep onboarding
Multistep onboarding leads players through critical steps like registration, verification, and account setup. However, each phase can generate friction that breaks the flow. Players prefer mobile-friendly forms with simple user interfaces. Lengthy registration forms, particularly those with unnecessary fields, often lead to drop-offs.
Verification delays are a major challenge as well. Waiting too long to review accounts or documents results in players losing interest. Inconsistent layouts across devices further add to the confusion, causing players to go through unnecessary steps or abandon the process completely. Region-specific compliance requirements, like strict ID checks or payment limitations, add complexity to onboarding.
Each step must work smoothly to keep players interested. Making simpler forms, simplifying verification, and addressing compliance challenges can reduce drop-offs. Identifying these pain points in multistep onboarding is crucial to building trust and boosting retention.
App download delays or failures
Downloading the app is one of the most important parts of onboarding, but delays or crashes can spoil the first impression. Players start looking for a better platform if the app fails to load quickly. Issues like slow download speeds and large app sizes are a major concern, especially in regions with poor internet service.
Research shows that 44% of users would quit an app if it’s glitchy or unresponsive, further stressing the need for a smooth and quick experience. App store issues, such as the app not showing up in search results are a common friction point that halts the onboarding. Players face early failure when they don’t find the app in search results or it takes longer to update.
Operators should ensure the app’s discoverability in a variety of locations to make onboarding more efficient alongside enhancing server’s performance to optimize download speeds.
Long or confusing registration forms
Registration forms with complicated fields and long steps work as a deterrent in multistep onboarding. Additionally, demanding too much personal information upfront can make the first-time user suspicious of the platform and stall the process, resulting in high abandonment rates.
Operators can make the process more efficient and likeable by adding intuitive signup options, such as social media logins. Studies show that a fast sign-up process boosts conversion rates by ensuring ease of use and transparency. The easier it is for players to join, the more likely they are to return and engage.
Verification barriers
Verification can be a big challenge in iGaming onboarding. Operators face a tough challenge with 30% of users failing verification. A slow and complicated onboarding process increases the chances of losing potential customers and hurts conversion rates.
Common problems like failed email/SMS confirmations or slow document processing cause frustration among users. These problems make them feel stuck, leading to failure in this early stage of onboarding.
Operators should ensure a smooth onboarding by adding clear and simple alternatives to speed up document checks. Addressing problems based on real-time feedback from local players can also make the process smooth and efficient.
Inconsistent experiences across devices
Whether it’s a smartphone, tablet, or desktop, players expect consistent experiences across devices. If a feature is available on the web or desktop version but missing on mobile, it creates confusion. Pages that do not resize for different screens and contrasting navigation menus across devices are some friction points. Issues like these require users to spend extra time figuring out how to use the app.
Different security prompts, such as demanding additional authentication on specific devices cause players to experience disparities. Operators should focus on responsive design and test their platforms thoroughly on multiple devices. Robust, real-world, device-specific testing can help uncover and resolve hidden issues. A uniform experience simplifies onboarding and reinforces the brand’s reliability and professionalism.
How these barriers affect players
Onboarding challenges like slow downloads, lengthy registration procedures, and irregular device performance can discourage players. TESTA’s crowdsourced testing in Ohio revealed that while Betr had an amazing 8-second app download time, Fanatics lagged with 101 seconds.
Further disparities in registration processes emphasize the importance of seamless onboarding. Fanatics’ sign-up process consisted of 11 fields and took 78 seconds to complete, whereas DraftKings required users to fill out 21 fields, taking more than 2 minutes.
Players who experience these limitations during onboarding are likely to leave the game, affecting conversions and revenue. In a competitive market, where switching platforms is easy, every bottleneck risks player retention. Regular testing and resolution of friction ensures an advantage over competitors.
How TESTA uncovers hidden friction points in onboarding
Onboarding determines the user’s experience, and even minor flaws might result in drop-offs. TESTA’s crowdtesting approach assures that operators discover hidden friction areas that automated tests generally fail to identify. TESTA uses local testers to detect challenges such as poor internet connections or device-specific glitches in real market conditions.
This real-world testing uncovers overlooked issues such as delays in verifications and inconsistent layouts that disrupt multistep onboarding. TESTA’s findings provide actionable data that operators can use to fix these issues immediately.
TESTA helps operators reduce drop-offs and enhance retention through real-world tests at multiple stages of onboarding. These insights into real-world scenarios provide an advantage in the iGaming market.
Real testers using real devices for testing
TESTA uses real testers to understand how users interact with a platform. Contrary to automated tools that follow preset programs, local testers with real devices identify shortcomings in real-world situations. Testers detect glitches in systems and difficulties across devices and operating systems.
Real-device testing equips local testers to identify areas such as payment errors, slow-loading pages, and regional challenges. They also evaluate linguistic and cultural aspects to ensure localization.
This dynamic approach provides operators with clear, actionable feedback to provide a seamless onboarding experience. Operators can boost user engagement and minimize drop-offs by identifying and addressing these real-world challenges.
Multistep journey testing in action
TESTA evaluates each stage of the onboarding process to ensure a smooth and consistent user experience. Every aspect of the process, from app download to registration, verification, payment, and first gameplay, is thoroughly vetted.
Local testers simulate the whole process in real-world scenarios, identifying any possible delays, confusion, or technical issues. They assess app download speed, registration form functionality, and transparency in verification prerequisites. Each transition is assessed to ensure that users navigate the journey with no difficulties.
TESTA’s expertise in multistep testing enables operators to detect these inefficiencies before they affect real users. This robust technique improves retention and ensures that the onboarding experience matches user expectations and keeps players engaged.
Documenting user flows
TESTA tracks every step of the user experience, from app downloads to registration, payments, and gameplay. Precise documentation of user flow and challenges allows operators to pinpoint reasons for drop-off.
Unlike automated programs, crowdsourced testing provides detailed, actionable information about real-world user behavior. For example, if there is a high drop-off during payments, TESTA examines if the problem is due to missing payment methods, or long processing times. This clarity allows operators to address fundamental issues more effectively.
By analyzing patterns and measuring friction, TESTA assists in prioritizing improvements, such as optimizing registration and payment flows.
Identifying platform-specific issues
TESTA evaluates the onboarding journey across mobile, desktop, and tablet devices to detect platform-specific challenges. Users expect a smooth experience on the device of their choice. If the platform has problems, it can annoy users and drive them away.
For example, one could experience fast-loading pages on mobile but encounter slow load times on a computer. These disparities disrupt onboarding and boost abandonment rates.
With TESTA’s insights, iGaming operators can provide a uniform onboarding experience across all platforms, improving user satisfaction and cutting drop-offs.
Providing actionable insights for operators
TESTA’s unique testing approach provides clear, actionable insights that identify bottlenecks and propose applicable solutions. Recommendations based on real-world challenges enable operators to improve the multistep onboarding experience by addressing real-world user concerns.
By utilizing these insights, operators can reduce friction, increase user retention, and simplify the onboarding process. TESTA’s crowdsourced testing methodology enables operators to make well-informed choices that practically enhance the user experience and increase conversions.
Real-world insights into onboarding, registration, and payment UX
TESTA’s findings from real-world testing across major US sports betting markets such as Ohio, North Carolina, and Washington, D.C., offer critical insights into the onboarding experiences. Through extensive testing, we identified friction areas that have a direct impact on user experience and retention.
App download speed is one important area that needs to be optimized for seamless gaming onboarding. For instance, local testers observed differences in download times ranging from just 8 seconds for Betr to 101 seconds for Fanatics. These delays can upset users and increase abandonment rates.
Slow payment processing times and difficulty in registration are some other common issues. Such challenges often result in user drop-off, especially when players are eager to get started.
Washington, D.C. onboarding UX comparison
TESTA evaluated the onboarding experience for BetMGM and FanDuel in Washington, D.C., checking app loading times, registration speeds, and the number of steps involved.
BetMGM excelled in fast app loading, ensuring a quick start for users. FanDuel, on the other hand, offered a simpler registration process with fewer steps and faster sign-up timings.
This comparison underscores the importance of both speed and ease of use in onboarding, as highlighted in TESTA’s detailed analysis of BetMGM vs. FanDuel onboarding experiences.
Key findings:
- Fastest app loading time: BetMGM on iPhone (~4 seconds) and Android (12 seconds)
- Fastest registration time: FanDuel on iPhone (1:16) and Android (2:30)
- Registration steps: BetMGM required 8 steps, while FanDuel required only 4 steps
- Desktop performance: BetMGM had faster loading times on Windows (2s vs 1s), while FanDuel had faster registration on macOS (1:40 vs 2:09)
- User experience feedback: Both operators requested SSN details, but testers expressed concern over the lack of clarity regarding its purpose.
Ohio sportsbooks testing for onboarding and payments UX
TESTA evaluated popular sportsbooks in Ohio, comparing app download speed, registration, deposit, and withdrawal efficiency. The test included BetMGM, DraftKings, FanDuel, and newer sportsbooks like Betr and Fanatics. TESTA’s in-depth evaluation of these sportsbooks’ onboarding and payments UX reveals key insights into performance across various metrics.
BetMGM has the best download speed, while FanDuel and DraftKings came after tightly. Newer casinos like Betr and Fanatics showed competitive speeds but had rare app stability problems.
FanDuel did a fantastic job with a faster, straightforward registration process, while BetMGM had a more complicated flow. DraftKings faced delays during peak traffic.
In payments, BetMGM and FanDuel offered smoother transactions, while DraftKings showed slower withdrawals.
Key findings:
- Fastest download time: Betr (8 seconds)
- Fastest registration time: Fanatics (78 seconds, 11 fields)
- Fastest deposit time: DraftKings (37 seconds, 4 fields)
- Fastest withdrawal time: Fanatics (8 seconds, 1 field)
- Best overall user experience: BetMGM (160 seconds from download to withdrawal)
- Longest download time: DraftKings (83 seconds) and Fanatics (101 seconds)
- Most complex registration: DraftKings (104 seconds, 21 fields)
- Slowest withdrawal: DraftKings (83 seconds due to re-entry of banking details)
North Carolina sportsbook registration drill
TESTA assessed the registration process across eight sportsbooks in North Carolina’s newly launched online sports betting market. This comprehensive test concentrated on registration time and the number of app switches needed.
BetMGM stood out as the fastest and most efficient, offering the best user experience. In comparison, ESPN BET, despite having fewer fields, was the slowest. The delays were caused by frequent app switching and several verification steps.
Key findings:
- Fastest registration: BetMGM at 3 minutes
- Second fastest: DraftKings at 3:19
- Slowest: ESPN BET at 13:43, due to app switching and extensive verification
- Complexity: ESPN BET had only 10 fields but was still the slowest due to the app-switching process
- Best practices: Fewer fields and minimal app switching led to faster sign-ups, as seen with BetMGM and DraftKings.
Reduce onboarding friction! Discover how TESTA’s onboarding testing can keep your players engaged.
Business value of frictionless onboarding
Reducing friction in the onboarding process is critical for both user satisfaction and business success. A streamlined onboarding journey significantly impacts key metrics like conversion rates, player retention, and operating expenses.
Research suggests that smaller operators have a sign-up success rate of only 83%, whereas larger operators reach 92%. This difference emphasizes the struggles of standing out in a competitive market. Additionally, verification failures, where 30% of players are initially denied owing to mismatched or missing data, add another layer of difficulty.
Optimizing the onboarding process can reduce these barriers, resulting in improved conversion rates, better retention, and a more seamless player experience.
Source: https://igamingbusiness.com/webinars/frictionless-onboarding-giving-players-the-winning-experience/
Higher conversion rates and player retention
A smooth onboarding process boosts conversion rates by ensuring more people complete registration. When the procedure is seamless and straightforward, players feel secure and trust the platform, setting the scene for long-term involvement.
Research reveals that a 5% improvement in player retention can lead to a 25% increase in profits. This underlines the significance of retention tactics in delivering business growth. By reducing inconvenience during onboarding, operators can boost player satisfaction and encourage loyalty, eventually improving profitability.
Enhanced trust and satisfaction
Reducing friction in the iGaming multistep onboarding is crucial to gaining user trust. A seamless, intuitive experience makes people feel safe in the platform, which elevates their overall perception and engagement.
Personalization such as customized promotions further lowers friction and improves the experience. Research suggests that 80% of gamers in the iGaming market prefer personalized services. Casinos and sportsbooks that utilize AI-driven customization have witnessed a 10-15% boost in player engagement. This personalized approach not only boosts satisfaction but also develops trust, encouraging long-term commitment.
Reduced operational costs
Streamlining the onboarding process directly lowers operational costs. If users face challenges during onboarding, they will need customer support, leading to increased maintenance costs.
With fewer troubleshooting requests, workers can save important time and resources. This efficiency not only improves the bottom line but also facilitates internal teams to focus on more strategic tasks, driving overall business growth.
How onboarding drives a seamless iGaming UX strategy
Onboarding is critical to a seamless iGaming UX strategy. A smooth registration process sets the stage for player loyalty and continued involvement. Implementing best practices for onboarding new online casino players, such as optimizing payment systems, bonuses, and localization, creates a frictionless experience.
TESTA’s approach ensures that all touchpoints, from registration to ongoing use, operate in tandem for maximum efficiency. By identifying unnoticed pain points, TESTA helps operators improve user experience, leading to higher interest and retention.
Simplifying KYC for a better user experience
KYC (Know Your Customer) is crucial for iGaming operators to ensure security and compliance. However, outside the UK, many operators experience difficulty in completing KYC for non-UK sign-ups, with just 70% of users successfully onboarded. This leads to potential revenue losses of up to 30% due to drop-offs, often driven by long response times and the complexity of verifying documents across multiple markets.
Larger operators tend to do better, successfully onboarding 15% more non-UK clients compared to smaller carriers. TESTA helps optimize the KYC process by evaluating it under real-world settings, ensuring it’s easy, transparent, and secure. This approach boosts completion rates, reduces abandonment, and enhances brand trust, eventually improving the user experience.
Source: https://www.hooyu.com/h/wp-content/uploads/2021/03/HooYu-Online-Gambling-Report-2021.pdf
Boosting engagement with bonuses and promotions
Bonuses and promotions are crucial to driving player involvement during onboarding. Clear, attractive rewards like welcome bonuses, deposit bonuses, and free spins create a positive first impression.
Research shows that 68% of players favor bonus size when choosing a casino, demonstrating the importance of enticing offers. Top operators allocate up to 18% of their gross income to bonuses. Whereas smaller operators invest 25-45% on affiliates, bonuses, and promotions.
Ensuring these bonuses work smoothly across devices and markets is crucial for building trust and long-term engagement. TESTA’s bonus testing ensures bonuses work perfectly, driving higher sign-ups and better retention.
Source:
Optimizing payment flows for better conversions
Payment processes are the foundation of a smooth onboarding experience. Fast, hassle-free processes keep users engaged, while delays can quickly lead to frustration. Research shows that 27% of gamers abandon the checkout process due to slow payment methods. Even more concerning, 20% of users leave the platform if they feel the payment process lacks security.
Well-optimized payment flows ensure users can complete transactions easily, promoting trust and encouraging long-term engagement. TESTA’s crowdsourced payment testing reveals secret bottlenecks, improving both speed and security.
Source: https://xsolla.com/blog/tackling-checkout-abandonment
Localization for smooth onboarding
Localization transforms the onboarding experience by aligning it with local norms and preferences. When players find familiar language, regionally relevant layout, and their preferred payment methods, they perceive an immediate connection. This connection builds trust and lowers drop-off rates, setting a tone for longer active participation.
For example, in Latin America, 39% of gamers abandon deals when local payment options aren’t available, and 67% actively prefer region-specific practices. These numbers highlight how important it is to align onboarding with localized strategies.
From language to payment flows, TESTA’s localization services enhance personalized experiences that resonate with players.
Source: https://blog.international.pagseguro.com/en/what-matters-the-most-to-online-gaming-payments
Conclusion
Reducing friction is critical for iGaming operators to ensure seamless multistep onboarding.
Partner with TESTA to optimize your onboarding journey and deliver a user experience that drives lasting success. Contact us today to get started.
About the author
Ian McKinnon
TESTA Head of Marketing