Online Gaming and Gambling Forms - How to Improve Their Conversion Rate

How to use Zuko to identify the issues in your gaming registration form

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This video workshop takes you through how you can use Zuko to understand when, where and why potential players are abandoning your registration form unnecessarily. Use the platform to identify and help fix the issues so you can improve your conversion rate and increase new player volumes.

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If you are interested in more information to help you improve conversion, check out Zuko's form optimization guides.

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Gaming Registration Forms (Session Transcript)

Alun Lucas:
Okay, first of all welcome everyone to our session on gaming registration forms. Basically, we’re going to show you how you can use Zuko Analytics reports to help improve your conversion rates.

First up though, just to say hello to everyone — introductions. I’m Alun Lucas, I’m the Managing Director of Zuko, and my colleague Lena is here. Hello.

Lena:
Hello.

Alun:
Lena is one of our Account Managers who helps our customers get the most out of the Zuko tool.

But before we crack on with business, I don’t know if you’ve ever been to a Zuko presentation before, but we always like to start with a quick little quiz — just to warm things up and get things going.

So, question for you — a little “face smash” quiz. There are four different people here — world famous people. Can you name these famous faces? Just drop your answers into the chat. We’ll take 30 seconds or so to have a look and see if you can get it, and then we’ll press on with business. We’ll get the answers at the end of the presentation.

Yeah — I like how some of these people clearly spend a lot more time in their tanning bed or in the sun than some of the other ones.

So if you have any thoughts on any of them, just drop the name in the chat. And in about 30 seconds we’ll carry on.

(pause)

I can see some funny suggestions coming through.

Right — so now we’ve done that, let’s carry on. I’m going to stop my video now to save any distraction.

Why Are We Here Today?

So why are we here today?

Firstly, at Zuko we are specialists in form analytics and form optimization. We have thousands of registration forms — and other forms — going through our platform every year, so we get a lot of data on forms and how they perform.

We’ve published some benchmarking data which you can see on our website at the link that’s on this slide. I should say we’ll share the slides after the presentation, so you don’t need to take notes.

We see how many people complete the average form, and in the gaming and gambling industry there’s an average completion rate of about 46% — so that’s 54% of people who visit registration forms for gaming and gambling sites who, on average, don’t complete — they don’t even get through to providing their name, address, and other details.

So there’s plenty of room for improvement in gaming and gambling forms. And this, combined with the sector’s high cost of customer acquisition — but also potentially high customer lifetime values — means there’s a lot of incentive to improve the registration process, make it as user-friendly as possible, and avoid unnecessary abandonment caused by form design.

As an example here, we’ve got 888sport — this is the form they use to acquire customers.

So this is where Zuko comes in. Zuko is a software platform designed to help you reduce your cost of customer acquisition through improving form conversion rates.

And how it does that is: it helps you understand when, where, and why your potential players are abandoning your forms unnecessarily — you’re losing people that you don’t need to lose.

Zuko helps you identify issues with your form so you can correct them and improve conversion rate, improve cost of acquisition, and improve your bottom line.

That’s Zuko in a nutshell, but you’ll probably want to see it in action — so this is where I’ll hand over to Lena, who will take you through some of the reports in Zuko.

Zuko Demo (Reports Walkthrough)

Lena:
Yes — cool. What I’m planning to do is show you a couple of example reports for forms from the gaming industry.

I’ll talk you through the kind of data you get from Zuko, and also show you what I normally like to look for when I analyse forms myself.

So I’ll share my screen with you guys — I’ll need to wait for Alun to stop sharing his screen first — and then I’ll share mine. Let me do that… and here we go.

Great — can you see my screen okay, Alun?

Alun:
Yes, I can. We can.

Lena:
Brilliant — okay.

So once you’ve set up Zuko tracking for your form, you’ll have access to these different reports I’ll show you.

The report I’m in now is called Form Data, and this shows you the top-level data from your form.

I’ll talk you through the basic reporting first, and then the more advanced reporting later on as well. So we’ll start top-level, and then drill deeper.

So first: you can set your date range — as you can see I’ve set it to around a three-month period, and I’m filtering by week because I want to see trends.

The first insight is the typical: how many people have seen the form, who started, who completed, and who abandoned.

In this example you can see a spike in traffic — that could be because of a marketing campaign, for example. With marketing campaigns you can add those in as a filter here.

Out of the box you have filters like:

• device type
• visitor type
• browser family

But you can also add marketing sources (like they’ve done here), A/B testing, or any other filters — like a custom attribute.

Moving further down, you can look at conversion rates:

• view to start
• start to completion

These are the kinds of metrics you normally compare week on week, month on month — however you prefer.

Now we get into the parts I really like: comparing differences between abandoned and completed sessions — and how they behave.

For example, here you can see average time spent on the form is quite similar for both abandoned and completed sessions. Often you might see the opposite — for example abandoned sessions spending far less time, which could indicate poor traffic quality or something scaring users early on.

But here, because abandoned and completed sessions spend a similar amount of time, it suggests users are trying to complete the form.

This is reinforced by average field returns. A field return is when a user interacts with a field, moves on, and then has to go back — maybe because of an error message or needing to change information.

Here you can see completed sessions have very few field returns — low friction. Abandoned sessions have many more field returns, suggesting they’re trying to complete but running into issues.

Then you can look at failed submissions over time — users who press submit but fail to submit successfully.

Often, this is due to error messages. In this form, they’ve added custom events — which we recommend, because it gives extra depth.

You can see which custom events happened — for example which error messages users got — split by abandoned vs completed sessions.

For example: “registration error — login name is taken” happens more in abandoned sessions. You can see totals too — e.g. around 4,000 users got it, it occurred in around 24% of sessions, and users who got it saw it about 1.4 times on average.

So that’s something you might investigate.

Field Data Report

After that, you move into field-level reporting in the Field Data report.

Here you see each individual field split out.

The first chart gives an idea of friction by showing:

• proportion of abandons
• time spent in the field
• proportion of field returns

Rule of thumb: the longer the bar, the more likely there’s friction.

You can focus specifically on abandon. For example here, a large proportion of abandons happen at “Continue” on step one — and also quite a bit on the password field.

Passwords often cause friction — especially if there are complicated password rules.

You can also look at abandon count — number of people who interacted with the field and then left.

When you see high abandon count on a button (like a continue button), it’s often not the button itself — it’s usually an error message triggered when they clicked it.

In this example, password again, and also mobile number — another common friction point.

If you make changes, you can track impact over time with field abandons over time — pick any field and see whether a change improved the abandonment rate.

And again, field returns are useful: returning to a field means they didn’t get it right first time — formatting issues, misunderstanding, or trying to skip.

Here, for example, email and password have higher field returns for abandoned sessions than completed sessions.

Then the field returns overview shows:

• total sessions interacting with a field
• completed vs abandoned totals
• proportion who returned to the field

For example, using mobile number: around 7,000 sessions interacted. Of those, around 2,200 abandoned at some point, and around 4,900 completed. Over 40% of the abandoned sessions returned to that field — a sign of friction — and it’s highlighted in red because it’s statistically significant.

Finally, field times overview shows time spent in each field. For example, completed sessions spend more time in password than abandoned sessions — which could mean abandoned users got frustrated and left, while completed users persisted. That’s the kind of thinking you do before reaching conclusions.

Advanced Reports

So we’ve covered the two more basic reports, and now we can go into more advanced ones.

Late last year we launched a feature called Funnel Builder, which is perfect for multi-step forms.

This example has three steps before completion. You group fields by step and see:

• sessions in each step
• abandonment within each step
• progression to the next step

In this example there’s a big drop between stage one and stage two, but stage two to stage three is strong (over 90% progression). So stage one likely needs investigation.

Field Flow

Next is Field Flow, which I really like because it shows where people go next after interacting with a field or button.

My favourite way is to filter by abandoned sessions, and then look at the submit button.

You can see users press submit, then some abandon straight away — but the key insight is which fields they go back to, indicating errors.

In this example, after submit:

• ~20% go back to the mobile phone field
• many go back to password
• also username

Even without explicit error tracking, Field Flow can show where errors are happening.

Segment Comparison

Finally, Segment Comparison — a flexible report where you can create your own comparisons.

You can compare:

• different forms
• A/B tests
• traffic sources
• device types

This example compares mobile vs desktop vs tablet.

Here, desktop performs slightly better on view-to-start, but mobile performs slightly better on start-to-completion. And most traffic comes from mobile, so that’s important context.

You can build comparisons live — for example returning vs new visitors — and view segment trends over time too.

That’s a quick tour of Zuko and what I normally look for.

If anyone has questions or wants me to show anything else, pop it in the chat.

Wrap Up + Quiz Answers + Q&A

Alun:
Great — thank you Lena.

While you have a think about any questions, you’ve all been waiting for the quiz answers.

But first, just to be clear: if you think your registration forms could use some advice or improvement and you’re interested in the Zuko platform, there are free trials available — you can sign up on our website and get started.

Or we’re happy to give a no-strings-attached opinion on your form — where friction might be — based on our years of form optimization experience. We look at forms every day, so we’ve got a good idea of what works and what might be a problem.

So, without further ado, the quiz answers:

Vladimir Putin, Angela Merkel, Boris Johnson, and Donald Trump.
I have to say I’m quite impressed with getting Boris Johnson from just the noise — I did not get that myself. Donald Trump was the easiest one for me to get.

Okay — are there any questions that have come in, Lena?

Lena:
Yes, there’s a couple that have come in. Let me grab the first one.

The first one is wondering how the Zuko setup works.

Alun:
Okay. Zuko is designed to be pretty easy to set up — it’s two pieces of code.

Typically they’re added via a tag manager. The first triggers when the form loads, and the second triggers on successful completion — typically the thank-you page.

Zuko automatically pulls in all the form elements, and when people interact with them it sends the interactions into Zuko.

So it’s designed to be simple. We have setup guides we can share if anyone’s interested.

Lena:
Perfect. And then there’s another question asking how the Zuko payment model works.

Alun:
Okay — good question. Zuko pricing is based on the number of form sessions tracked per month.

It’s a subscription model that you can turn on and off on a monthly basis. You choose the number of sessions you want to track, and adjust as needed. There are also custom packages available for larger needs — that would be a conversation — but the core model is based on tracked session volume.

Okay — do we have any other questions?

(pause)

Looks like there aren’t any more. If you think of questions after this, feel free to reach out — we’ll share the slides and the video, and our contact details are on there.

So if there are no other questions, we’ll wrap it up. It’s relatively short and sweet — we wanted to give you a rough idea, and if you want more, please come to us.

Thank you for your time today, and enjoy the rest of your day.

Lena:
Thank you guys. Thank you. Bye everyone.