In iGaming, a smooth onboarding process is critical for retaining players and boosting engagement. To measure and improve onboarding success, focus on these four key metrics:
- Conversion Rate: Tracks how many registrations turn into active players. Aim for over 35% by simplifying registration and removing obstacles.
- Average Session Duration (ASD): Measures how long players stay engaged during their first visits. Longer sessions indicate smoother navigation and higher interest.
- Customer Effort Score (CES): Evaluates how easy it is for players to complete onboarding tasks like registration, verification, and deposits. Lower scores mean fewer barriers.
- Activation Rate: Shows the percentage of players completing key actions (e.g., first deposit) within a set timeframe. Target 40%-60% by streamlining steps and offering incentives.
These metrics help identify pain points and refine the onboarding process, leading to better retention and revenue. Tools like InTarget can automate tracking, send personalized messages, and optimize player journeys.
1. Conversion Rate
Conversion rate measures how well your iGaming platform turns registrations into active players. For instance, if 1,000 users register in a month and 300 complete the onboarding process, your conversion rate is 30%. This metric highlights your platform’s revenue potential and the effectiveness of your onboarding process.
Why does a strong conversion rate matter?
- Improved ROI: Higher conversion rates mean you’re getting more value from your player acquisition efforts.
- Player Engagement: Onboarded players are more likely to make deposits and engage further.
- Process Check: It shows whether your onboarding flow is guiding new players effectively.
To improve your conversion rate, focus on removing obstacles during onboarding. Simplify registration, make ID verification easy, explain deposit steps clearly, and ensure support is always available.
Tools like InTarget can take this a step further by using behavior-based marketing to segment players and send personalized messages. These platforms can also automate follow-ups to re-engage users who drop off during onboarding, helping you guide more players to completion.
Set a goal to achieve conversion rates above 35% by creating a smooth and tailored onboarding experience. Use A/B testing to make data-driven tweaks that improve results.
While conversion rates are a great starting point for tracking player engagement, they only scratch the surface. To dive deeper, you’ll need insights into how players interact with your platform, like session duration and other behavioral patterns.
2. Average Session Duration
Average Session Duration (ASD) measures how long players spend on your platform during each visit. It’s a key indicator during onboarding, showing whether players are staying engaged or leaving quickly. A longer ASD often means players are navigating smoothly, finding value, and moving closer to making deposits.
To track ASD effectively, use analytics tools to monitor player behavior from their very first interaction. Here’s how session duration typically reflects onboarding success:
| Session Duration | What It Means | Suggested Action |
|---|---|---|
| Less than 2 minutes | Players are dropping off quickly | Simplify steps, add engaging elements |
| 2-5 minutes | Players are exploring but not deeply engaged | Highlight key features, offer quick wins |
| More than 5 minutes | Players are highly engaged | Encourage deposits and deeper interaction |
To improve ASD, focus on clear navigation, interactive tutorials, and engagement tools like welcome bonuses or free plays. Platforms like Google Analytics can help you pinpoint where new players might encounter friction, making it easier to optimize the onboarding process.
ASD gives insight into player interaction, but it’s also important to measure how much effort they put into completing key actions. That’s where the Customer Effort Score comes in.
3. Customer Effort Score (CES)
Customer Effort Score (CES) tracks how simple it is for players to complete onboarding tasks. It directly impacts retention and engagement by pinpointing areas where players might struggle.
To calculate CES, ask players to rate the effort needed for specific onboarding tasks on a scale from 1 (very easy) to 5 (very difficult). Key touchpoints to evaluate include:
| Onboarding Task | What to Measure | Target CES |
|---|---|---|
| Registration | Steps to create an account | Below 2 |
| Identity Verification | Identity verification process | Below 3 |
| First Deposit | Payment method setup | Below 2 |
A lower CES means a smoother experience, which is critical for turning new players into active users. For example, if the CES for registration is above 3, it signals unnecessary obstacles that need to be removed to simplify the process.
When combined with metrics like Conversion Rate and ASD, CES offers a clear view of the onboarding experience by identifying specific problem areas. Make navigation easier, offer clear instructions, and resolve issues promptly to bring down CES and boost player satisfaction.
Using CRM tools can simplify CES tracking and help identify pain points, allowing operators to make data-driven adjustments to improve the onboarding process.
While CES focuses on reducing obstacles, the next step is ensuring players stay engaged with your platform after onboarding.
4. Activation Rate
Activation rate measures the percentage of new players who complete key steps during onboarding. It shows how well your platform connects with users early on. To calculate it, divide the number of players who finish these steps by the total number of new players, then multiply by 100.
For iGaming platforms, activation usually includes three main milestones:
| Milestone | Description | Target Timeframe |
|---|---|---|
| Account Setup | Registration and identity check | 24 hours |
| Initial Deposit | First deposit | 48 hours |
| First Bet/Game | First bet or game played | 72 hours |
A good activation rate for iGaming platforms often falls between 40% and 60%. If your rate is lower, look for trouble spots in your onboarding process. Common problems include unclear instructions for verification, complicated deposit steps, or too many game options overwhelming new users.
To improve activation rates, focus on creating a smooth onboarding experience and offer incentives at key moments. Personalization is crucial – adjust the process based on player preferences and behaviors.
Leverage data to find where users drop off and tweak the onboarding flow accordingly. This targeted approach helps keep players engaged during the critical first 72 hours, which is when they’re most likely to become active users.
A solid activation rate not only boosts early engagement but also supports long-term retention and revenue. By keeping an eye on this metric alongside others, you can build a well-rounded strategy to enhance player engagement right from the start.
Using Tools to Improve Onboarding Metrics
For modern iGaming operators, having the right tools is essential for tracking and improving onboarding metrics. Platforms like InTarget are designed specifically for this purpose, offering customized solutions for metrics like Conversion Rate and Activation Rate. These tools help operators fine-tune every step of the onboarding process.
With dedicated CRM and marketing automation platforms, operators can create data-driven strategies by leveraging features such as:
| Feature | Metric Impact | Use Case |
|---|---|---|
| Behavior Analysis | Conversion Rate | Identify and resolve registration bottlenecks using predictive analytics. |
| Engagement Tracking | Average Duration | Improve player interaction patterns across different game types. |
| Smart Surveys | Customer Effort Score | Provide instant support for tasks that players find challenging. |
| Milestone Monitoring | Activation Rate | Track and improve completion of key onboarding steps. |
InTarget’s platform showcases how tools like these can make a difference. For instance, if players stall during verification, automated SMS or email campaigns can step in to offer help and encourage them to continue.
Real-time monitoring allows operators to adjust quickly, whether it’s highlighting trending games or addressing friction points during peak activity. This ensures new players are guided toward the most engaging content right from the start.
Using multiple communication channels – like email, SMS, and push notifications – keeps players engaged during the crucial first 72 hours. InTarget’s multi-channel approach ensures that guidance is tailored to each player’s preferences and behavior.
Automated segmentation is another powerful feature. By grouping players based on their real-time actions, operators can deliver personalized experiences that significantly improve activation rates.
To get the most out of these tools, operators should:
- Clearly define tracking parameters.
- Set up automated responses for common drop-off points.
- Regularly review and analyze performance data.
Conclusion
Monitoring essential onboarding metrics like Conversion Rate, Average Session Duration, Customer Effort Score, and Activation Rate allows iGaming operators to refine player journeys and increase engagement. With advanced CRM tools, operators can turn this data into actionable insights, improving player satisfaction and retention through informed decisions.
Effective tracking and automation play a key role in boosting player engagement. These tools highlight problem areas and simplify onboarding processes. Metrics such as Conversion Rate and Activation Rate offer measurable insights into performance. Platforms like InTarget’s real-time segmentation enable operators to create personalized player experiences that consistently deliver results.
