In the first post of this three-part blog series, we looked at ‘Initial Engagement’ as the first critical stage for an effective sports betting site.
Our Mobile Sales Effectiveness research, conducted in April 2016, put a sample of 450 “in market” bettors on the mobile websites of 16 different sports betting websites across Ireland, UK and Australia. The study highlighted that there are three critical stages along the mobile customer journey that need focus in order to decrease the level of lost opportunity that sports brands suffer from.
The three stages are:
- Initial Engagement
- Introducing Options
- Application i.e. Adding a Bet
The second critical stage is ‘Introducing Options’.
What does Introducing Options cover?
Simply put, ‘Introducing Options’ refers to a bettor’s ability to:
- Learn about event options
- Locate betting options
Forming part of the ‘Consider’ phase of the customer journey where online bettors are actively considering placing a bet on their preferred site. Bettors want to find the relevant odds quickly and easily. This is critical on a mobile device.
As part of April’s Mobile Sales Effectiveness study, we set consumers the following task:
Task: Find the odds for Gallant Oscar to win the Aintree Grand National.
BetVictor ‘s mobile site scored highest in our study scoring 83%. Here’s why…
- Customers can easily locate the link for all key events easily on the homepage
- The hamburger menu is a simple A-Z function with clear icons to find an event
- The event page is clearly laid out making it easier to filter races
Common problems encountered by consumers
Below are some of the common problems experienced by consumers at the ‘Introducing Options’ stage, with ease of navigation and the time involved to find relevant information being the most significant pains.
The final critical stage of an effective sports betting mobile site is ‘Adding a Bet’ which we will look at in the third and last post of this blog series.
Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.
To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact:
Hannah-Rose Farrington – Commercial Director
T: +44 (0) 203725 8260
M: +353 (87) 1263043
Download the full Mobile Sports Betting report here