People are easily put off by complex web forms, which is why these pages often have a high bounce rate. The first step for STS was to optimize their registration form, making it appear quick and easy to complete. Using Insider, the original, more complex, form was replaced with a simple three-step version that required minimal effort from users and made it easy for them to claim their bonus and start playing.
After the form had been optimized, the next step was getting new players to visit it. Using Insider, STS created a “first-time visitor” segment for visitors that had not been to the site before. Visitors from this segment were shown a prominent banner, encouraging them to register and claim their bonus. After clicking on the banner, the visitor was taken directly to the new-look form where they could quickly complete their registration.