Localization is no longer just an option for companies that want to go global, it is now a must for your brand to survive online. By localizing your registration process, you are building a bridge to your players and making your brand more memorable.
Christian Karlsson, CCO at Regily, the tech company that is re-inventing sign-up processes, sat down with SiGMA to discuss how localized sign-up flows are all about increasing conversion rates.
Let’s talk about localization. What is localization?
Many think that localization is the new buzzword for translations. But, it’s really more complex than that. The two terms are very often confused.
Translation is just one aspect of localization. Localization is the process of adapting content to fit a specific market or country and adjusting while accommodating linguistics, culture, politics, and legislation.
What’s in it for operators?
A lot! Personalizing and analyzing the players’ onboarding experience feeds a lot of interesting data to operators. These insights help with tailoring the player experience further. Things like internet connection speed, device type, and geo-location provide ample opportunities for personalizing the UX. If you’re able to leverage the data, that is.
The right third-party tools come in handy and act as a safety measure for your onboarding process to keep up with compliance. They mitigate risks and ensure your operations run smoothly. Acting proactively and keeping up with the ever-changing regulations is cumbersome, even if you’re only active in a few markets.
Speaking the local language and taking into account things like local dialects, tonality and appropriate wording can be a real challenge but of utmost importance to your target audience.
It’s easy to focus your time and budget on website features that attract players and keep them engaged. But the onboarding process is the first thing the user interacts with. Using local data sources and third parties keeps typing to a minimum and allows important data points such as email and delivery addresses to be validated behind the scenes, giving you better and more reliable data for you to get to know your user better.
Can you give us some examples of localization features in different markets?
Take for example Denmark. Denmark has an unusual house number structure, where a lot of information such as apartment number and the floor is connected to the number itself. Finding suppliers that give you extremely accurate address lookups is key. Players will only have to type their house number and they will get a drop-down list of all addresses connected to that number. This leaves zero room for human mistakes, is a pleasant experience for the user, and makes sure you get the full address according to Danish standards in the callback data.
If we look at India, where the postal code structure is not reliable, one has to find ways to look up addresses. Through various tests, we discovered that suppliers that give address suggestions whilst the user types convert best in India. This is the solution we adopted in this market.
On the other hand, Japan has a very well used postal code structure. When a player types their postal code, we do a specialized lookup that returns the prefecture (Japanese local entity) and city. The player only needs to type their house number to complete their address.
Lastly, one cannot get a 100% localized sign-up flow without the support of the local language. We have partners expanding all over the World - hence we have added alphabet and translation support for input and output in Japanese, Chinese, Cyrillic, Hindi.
What are some of the benefits that come with a localized sign-up flow?
Refine and adapt your onboarding content to resonate with the culture and meet local standards. This helps you support a more appealing player experience for your diversifying clientele and in doing so, boost your overall conversions.
Speed to market entry
A localized sign-up flow speeds up the time it takes to enter new markets as it helps overcome cultural barriers. From a business perspective, this means gaining a competitive advantage by the rapid.
Increase your customer base:
Expanding your operation’s potential customer base is essential in today’s globalized world. Adapting sign-up flows through translation and localization management is key for global growth. This decreases the barrier for new potential players, as it fits local market conditions better and lowers cultural barriers.
Increase brand awareness
Providing your players with a satisfying user experience enables trust from the get-go which is essential for brand loyalty. Satisfied players will be loyal to your brand and are likely to stick around to become true advocates of your product.
A localized sign-up flow with the right third-party tools in place acts as a safety measure that mitigates risks and ensures that your business runs smoothly in any market. Regily’s framework uses multiple third-party add-ons that are already integrated into the framework.
So, we could say that a localized sign-up flow has had a positive impact on player retention for operators?
Absolutely! Especially for player acquisition, player retention, and player conversion. The non-localized registration process causes huge drop-offs for players. Players need to understand the questions being asked, what is needed from them, and have the sign-up flow be in a format they understand. Regily’s solution is addressing these issues.
Can you explain in more detail how Regily’s localized flows cater to the new generation of players?
New generation players are looking for instant sign-ups. Addressing this need and ensuring the UX is more user friendly, fast, works on multiple devices, and is personalized for each player is very important for the new generation. Data enrichment connected to the best local data sources helps your flows validate and prefill data in a smooth way. All without any efforts on the user’s end - which is ultimately what the new generation player is after.
The betting and gaming market is moving at such a speed that it is difficult to stay competitive without constantly improving and advancing your product. It’s important for operators to concentrate on features that improve their knowledge about their players and the user experience.
Regily applies advanced technologies to make it enjoyable for users to sign up for new services online. The company is on a mission to fix one of the truly broken processes of the web.
The solution allows users to control data while making great services grow faster. Regily evaluates current forms, set up a workflow, and provide front-end integration to keep services up and running within a day.
The company was founded in January 2017 by Kristoffer Cassel and Alexey Kuznetsov. It is based in Stockholm, Sweden.