Registration Drop Off
The objective of this project was to identify reasons for a high drop off rate while registering in the casino.
situation
This was a usability research and testing exercise to unearth the reasons behind the high abandonment rates in the registration form. We are in the process of releasing a variant with the prescribed changes.
task
My job was to oversee the 3rd party project to extract user issues. I reviewed each process especially the questionnaire to be asked during the user testing.
action
When our apps were moved to a new framework that allowed for better analytics, the first problem that we found was a high bounce and abandonment rate to our registration form. We wanted to know the reasons behind the high drop off rates.
Process
We listed down the possible reasons for high bounce rate and isolated the ones that we could verify internally. We drew analytics data per Operator/market/platform, top 5 languages, different browsers, fields at which players abandoned the registration form.
I looked at large excel sheets of data and analysed it per country. Germany was decided from a revenue perspective as country with the highest bounce rate where we could conduct usability studies to find out reasons for high drop off rates.
I then created user profiles that we could use to recruit users and briefing document that enlisted all the possible questions that we were looking to answer from the study. I then debriefed our external user testing agency in Europe so they could conduct the study in Germany.
We wanted to understand the user attitudes, their expectations with regards to the form and also observe how much the initial page/operator website influenced the user actions to complete the registration.
Some high level findings from the study -
Users did not see the need to fill address and phone number fields as they didn't trust a new brand with their personal details.
UI components used for date of birth and currency were not intuitive.
The form was perceived as being too long for a regular sign up form.
Recommendation 1
Recommendation 2
On completion of the study I presented the report to the management and head of the business unit. It was positively received.
Result
Going forward we are planning a variant testing with the prescribed changes and would then want to go for a second round of testing.
