Ideas & musings about consumer behaviour

Blog Series – The third critical stage for an effective mobile sports betting site – Adding a Bet

Mobile Sports Betting

Earlier in this blog series we discussed the first and second critical stages that need to be in place for a sports betting provider to have an effective mobile 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:

  1. Initial Engagement
  2. Introducing Options
  3. Application i.e. Adding a Bet

The third and final critical stage is the application stage, or in the case of sports betting, ‘Adding a Bet’.

Adding a Bet 

Once a mobile customer has chosen their preferred betting provider and has found the event and odds relevant to them, the process of adding a bet is the final step on their online journey. It is at this stage that Global Reviews measures how easy it is for the bettor to add a bet to the betslip and the quality of support in place.

In our recent audit, Betfred scored highest for the task which was to add a £20 4-fold match result accumulator bet to a betting slip. Betfred scored 65% and had a satisfaction rate from bettors of 75%.

Why is Betfred winning? 

Betfred makes it quick and easy for bettors to add a bet to the betslip. Betfred navigates bettors to all of the upcoming matches and provides a simple process to select the accumulator.


To sum up this blog series, here are some key recommendations for each of the three critical stages for an effective mobile sports betting site:

Stage 1: Initial Engagement 

  • Drive attraction and confirm you will meet bettors needs by building trust

Stage 2: Introducing Options 

  • Allow bettors to quickly compare betting options

Stage 3: Adding a Bet 

  • When bettors are adding a bet to the betting slip, feeding forward information is critical
  • Due to screen size restrictions it is very easy for bettors to become lost and abandon the journey
  • The colour and text of the betslip needs to stand out and clearly change when the betslip is amended


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 


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