Raising conversion rates
How we redesigned the sign up flow to increase conversions.
Introduction
The Win Zone is a web and app-based Sweepstakes Casino game operating in the US. Sweepstakes Casinos have to adhere to certain legal requirements: they can only operate in certain states, and require verifying player’s information and ID in order to create an account.
The problem
We were facing a huge amount of users that visited the landing page and then dropped off in the middle of the sign up flow.
When entering The Win Zone players only saw a landing page explaining the features of the game. In order to even see the game, they had to create an account. Due to the legal requirements, to create an account in the game players had to complete multiple steps:
Share device location
Sign up using email and password
Verify the email
Provide personal details like name, address, and a phone number
Verify the phone number
Verify their identity by taking a selfie and a photo of their ID
The verification processes were the highest drop off points. Why would a user go through all that trouble for a game they haven’t even seen?
The solution
After some workshop sessions, we decided to improve by making some key adjustments:
Make a public view version of the game: users can get the feel of our site and browse the games that we offer without going to the full account flow.
Allow for Facebook and Apple ID sign in: it’s a faster way to start create an account.
Divide the verification steps in different blocks: instead of asking everything from players all at once, we only ask them when they’re absolutely necessary (like making purchases or playing with sweeps coins).
The result
The redesign successfully unblocked the registration pipeline, reducing drop off rates. It also led to social logins quickly overtaking traditional email sign-ups as the preferred entry method.