Ideas & musings about consumer behaviour

5 steps to achieving a stronger online betting experience

Leading sports betting brands losing on average 74% potential customers

The risk of losing customers who are researching a sports betting provider is high, with every problem they encounter increasing the likelihood of them leaving for another provider. In fact, 31% of punters have said that they would leave the mobile site for another if experiencing a problem. This is compared to 17% on desktop sites.

Research conducted by Global Reviews has identified some of the major pain points punters face whilst trying to place a bet online. Many of these problems can be mitigated by implementing the following tips.

5 steps to achieving a stronger online betting experience


1. First impressions last – make sure that your homepage ticks the boxes
The homepage has a significant impact on visitors likelihood to stay and return, so it is imperative to continuously evaluate the execution and how the elements presented impact the visitor. Need to make sure that the homepage considers not  just functionality but is also appealing to use which all plays into delivering a good experience. As a general rule, consumers will only persist with poor user experience if there is no other option e.g. government websites.

2. Cater to different needs – not everyone is interested in the same sport
Within Australia horse racing is the top sport punters place bets on, however AFL and soccer are also tops sports bet on. It is imperative to make more options easily identifiable otherwise risk of losing the customer increases significantly. Lack of clear navigation can result in punters searching in the footer to place bets on other sports. In some cases this leads to navigating to another websites such as the AFL website at the first step.

3. Avoid alienating punters
Not everyone who visits online betting sites are frequent online punters and therefore potentially not always across betting related terminology. To overcome this and avoid alienating first time or infrequent punters, allow visitors to navigate and filter with common terminology and minimise the use of sports and betting jargon.

4. Minimise the length of navigation – especially on devices where we are more impatient
With 31% stating they would leave the mobile site if they encountered a problem, short paths and clear options are imperative especially on mobile sites. Inclusion of filter and search options cater for those who are less certain of specific sporting details (see tip #5).

5. Consider the implementation of different filter and order options
In order to assist with minimising the length of navigation both on mobile and desktop the layout and order of menu and results items needs to be carefully considered. Punters would each have their preferred ways of finding information. Some would prefer listings in alphabetical order whilst others would want to search for events by date or location. Allowing for a range of searching and filtering options would help cater for different event types as well as each punter’s own preferences.

For further details on these tips and how they apply to real life websites, view our sports betting webinar recording.

Contact us to find out more about our research programmes.


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