Pulse
SPORTS BETTING 2MEE
2mee: Getting players across the line
Jenny Riley
Chief Commercial Officer Sporting Risk
From big bonus offers to tongue-in-cheek marketing campaigns, paid media and affiliates, operators deploy a wide range of tactics in their quest to engage players and push them to their sites. Jenny Riley, Customer Services Director at influencer messaging platform 2mee, discusses how operators can reduce onboarding drop-offs through engaging and educating players.
But what is less written about is the challenges that operators face once a player lands on their site, and especially guiding them through the onboarding process successfully. Tis is the point where significant friction can be encountered, which in turn can see the player abandon the book or casino at the final hurdle.
Te onboarding process is actually the player’s first experience with the operator’s brand, so it’s critical to set a good first impression and expectation for what betting and playing at the site will be like. If onboarding is long and arduous, or the player feels like they are being asked to provide too much personal or financial information, they will go somewhere else with an easier sign-up process.
Tis is a significant loss point for the majority of operators that we speak to. And it really is significant – poor onboarding experiences can see up to 45 per cent of potential customers drop off. Te challenge for operators in regulated markets is two-fold. Not only do they need to provide a smooth and seamless onboarding process, but they must do that within the regulatory requirements set. KYC is a must and operators simply cannot skirt around it – while players can usually sign-up, deposit and wager with little friction, the KYC aspect slows things down.
In most cases, KYC requires completing forms to provide personal details, home address, email address and in some instances, source of funds documents. Tis is crucial when it comes to protecting players, but incredibly frustrating for the person that simply wants to sign up, deposit and wager on their favourite sports team or spin the reels on the latest NetEnt slot.
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A frustrated player may be wary or not understand why they are being asked to provide personal details and how they will be used and stored. Using a cleverly placed message at this point in the journey that
answers these questions and
reassures the players can have a positive impact and push them through the process.
What’s more, KYC is often triggered when the player wants to make a withdrawal. Tis adds to the negative experience as they can feel as though the operator is dragging their feet over paying out their winnings. While this is not the case – the operator is simply carrying out the checks required under its licence – the player feels differently about the process.
Te majority of people are guarded about how they share their personal information, especially online. Additionally, if the processes they have to go through to share this information has a poor user experience, it ultimately makes the customer less inclined to sign up (if required to provide it before playing) or return to the brand (if required to provide it when making a withdrawal).
Of course, operators cannot do away with KYC, so they need to come up with clever solutions to
reduce friction during the sign-up process by improving the user experience. Ultimately, this comes down to engaging with players and educating them as to why this information is required in the first place.
Tis can be achieved through changes to how the process is presented, the information given to players and leveraging innovative technologies. Tere are plenty of solutions out there that facilitate a smooth sign-up process which combined with smart user journeys can significantly reduce friction. But this still leaves the engagement and education aspect.
A frustrated player may be wary or not understand why they are being asked to provide personal details and how they will be used and stored. Using a cleverly placed message at this point in the journey that answers these questions and reassures the players can have a hugely positive impact and push them through the process.
But rather than giving the customer a wall of text that’s wrapped up in legalese, a 2mee HoloMessage can explain why the information is needed in a conversational tone that everyday people understand. By delivering the message using a real person, a more human connection is fostered with customers and the more likely they are to stay engaged and get to the end of the KYC journey.
With almost half of all players failing to complete the sign-up process, this would have a major impact on customer acquisition and allow operators to unlock a much higher ROI on their marketing spend and new customer campaigns.
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