Why you shouldn’t tell punters you’re the world’s best

world's best sports betting

Consumers shouldn’t need to be told that your company is the “world’s best”. If it’s true, and you are the biggest or the best, wouldn’t the know that already? Shouldn’t you be showing them something a bit more compelling rather than wasting an opportunity by telling consumers something they already know?

Should a punter search for a sports betting provider in a search engine, the first place they are going to see any offers is in the copy detail of the initial search results. This key step in grabbing attention of any prospective punter places competing brands side by side. With 34% stating that they considered a brand because they saw them in search, there should be no doubt in the importance on getting your brand’s SEO and SEM right!

In a recent study Ladbrokes, who in SEO and SEM claim to be the best, were outperformed by 888 in terms of consideration and preference.

We are here to tell you why.

In looking at the brand rankings from recall through to initial preference, shortlist and then final preference, Ladbrokes takes a dive going from being the second most recalled brand and most likely to be shortlisted, dropping down to being in fifth position for final preference. Meanwhile, smaller brand 888 is going in the opposite direction. 888 starts quite low but then moves up to be the seventh most preferred brand.  Ultimately what this means is that the digital marketing strategy for 888 is working in that despite having a low initial recall rate, it is getting discovered and chosen during the research phase.

Recall to final preference sports betting

This data tells us that punters are willing to change their minds during their research. Just because they had a particular brand in mind when they started their research, it doesn’t necessarily mean that will be the brand they will ultimately place a bet with.

Percentage of punters each brand lost to someone else between initial and final preference:

  • Bet365 – 44%
  • William Hill – 41%
  • PaddyPower – 33%
  • SkyBet – 29%
  • Ladbrokes – 12%

Ladbrokes fans seems to be very loyal. But what this also means is that Ladbrokes isn’t achieving as well as others when it comes to acquisition in the actual digital marketplace leading to a reliance more on the loyalty of current customers.

What are the reasons for punters to consider a brand?

Brands like Ladbrokes, William Hill, Paddy Power and Bet365 are initially considered because punters are familiar with their name and they are reputable brands. Ladbrokes in particular appear to have a loyal base and those who are loyal are not changing their mind. Yet they’re not attracting new punters.

How can brands attract new punters during research and what is influencing which brands consumers are considering once they begin their research?

Outside of brand familiarity, the most common reason for shortlisting a brand is because they have good odds/offers (37%).

This brings us back to brand’s proclaiming that they are the “best”. Every business should believe that they are the best at what they do. However, the key is not to tell everyone that you are the best, but rather show everyone WHY you’re the best.

Getting the most out of SEM/SEO

In doing a search for some of the top-rated sports betting brands, the results showed multiple brands stating that they were:

  • “The world’s leading sports betting company”
  • “The world’s favourite online sports betting company”
  • “One of the world’s leading online gambling companies”
  • “The world’s biggest bookmaker”

sports betting sem world's best

Whilst these brands may well be the world’s leading/favourite/biggest, it’s ultimately subjective and difficult for consumers to differentiate brands based on these descriptions. Consumers are typically already aware of these brands, so they would generally already be aware of the standing of the brand. Search results only allow for a small area in terms of real estate so is reiterating something that people should already know about you and your brand the most valuable use of that space? What consumers are really looking for are service or proposition-based differentiators as they seek out the best odds/offers.

By instead highlighting what your brand offers in terms of odds, free bets and cash back, you can go from telling consumers that you are the best, to showing them WHY you are the best. This in turn gives consumers a reason to consider you as the best brand to place a bet through.

Following through

The effective use of SEM and SEO are vital in getting punters to your website initially, but what they see once they click through is of equal importance. If your SEM is promoting a special offer, but when punters click through to your site there’s no obvious sign of that deal, then you’re starting to create more work for the punter and potentially increasing the chance of them going elsewhere.

888 sport not only promotes their new customer offer three times within the search results, one of the first things punters see when they go to the site is the same offer. This follow-through of messaging makes the transition from the search engine to the website far smoother and shows that the brand is ready to deliver on their offer.

888 sem seo to website

 

While 888 sport may not have the legacy that Ladbrokes, William Hill, Paddy Power and Bet365 have, but they are committed to showing that they have good offers which is ultimately what punters want.

View our recent webinar for more insights into how sports betting providers are performing online and why punters are choosing one brand over another:

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How can casino game providers improve the journey…and conversions?

Global Reviews recently ran a hugely successful webinar for the ‘Casino’ sector. Below are some key findings but if you would like to find out more click through to the full webinar here.

The casino customer – what do we know about those looking for a casino game to play? 

Casino PlayersGlobal Reviews’ first wave of Fruition research on the casino market revealed that:

  • 91% begin their gaming journey on a search engine.. so it really is !all to play for”!
  • 56% then move from a search engine such as Google to a brand website. Casino brands should ensure their SEO strategy is focused on this customer journey.
  • 75% already have a casino provider in mind before researching.
  • A casino players’ final decision rests on whether they place ‘trust’ in the brand.

Who is winning at the research stage? 

At the research stage, more than half of the casino players who took part in our Fruition research ended up on these Top 4 sites:

Top 4

What were the reasons for final preference for the Top 4 brands? 

Final Preference

Trust and having used the brand before are the main reason for customers when finally choosing a casino provider. Having a website that is visually appealing and providing plenty of options to choose from are also critical.

There are ups and downs along the casino customer journey! 

There are significant ups and downs along the customer journey. Casino providers certainly don’t make it easy. Industry-wide, ‘Channel Selection’ is a low point.

customer journey

So, how can casino game providers improve the customer journey and ultimately increase conversions? Here are our top tips: 

  • Encourage join up
  • Show users WHY they should choose to game with you
  • Show users how EASY it is to play
  • Enable some FREE play on your site
  • Use multiple navigation routes to get players to game quickly and easily – navigate by ‘types of game’, ‘level of jackpot’, ‘name’ and ‘ease of play’
  • Support channel selection by incorporating contextual help and support, including throughout the registration process

To watch the full Casino webinar click here 

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your Casino brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043

E:         hannah.farrington@globalreviews.com

 

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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.

Betfred

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

E:         hannah.farrington@globalreviews.com

Download the full Mobile Sports Betting report here 

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Blog Series – The second critical stage for an effective mobile sports betting site – Introducing Options

Mobile Sports Betting

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:

  1. Initial Engagement
  2. Introducing Options
  3. 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…

Bet Victor

 

  • 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.

Common Problems

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

E:         hannah.farrington@globalreviews.com

Download the full Mobile Sports Betting report here 

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Blog Series: The first critical stage for an effective mobile sports betting site – Initial Engagement

Mobile Sports Betting

While the online sports betting sector is ahead of the game in being “mobile first”, a recent study by Global Reviews on the Mobile Sales Effectiveness in the sector found that top brands are losing target customers due to not fully aligning the mobile and desktop experience at certain points of the customer journey. In fact, almost a third of mobile bettors would leave the site if they encountered a problem.

mobile

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

In part one of this blog series, we look at the first critical stage, “Initial Engagement”.

What is Initial Engagement? 

Initial Engagement incorporates a number of factors relating to a bettor’s initial impression of the homepage including:

  • Communicating a clear value proposition in consumer-focused language
  • Building trust
  • Enhancing security and privacy features
  • Accommodates returning visits

 

Australian brand Sportsbet scored highest in our mobile study for “Initial Engagement”. The homepage on Sportsbet’s mobile site has mobile-optimised functions, security, convenient log-in and clear payment information.

Sportsbet

Best Practice for winning Initial Engagement 

Initial impression of the homepage:

  • Visually appealing design
  • Streamlined design – uncluttered, use of similarity and separation
  • Easy to navigate site
  • Create affinity with the target audience through colour, imagery and font

Communicating a clear value proposition in consumer centric language

  • Consider different messaging for homepage and product details page
  • Create a competitive advantage by going beyond just discounts and deals

Communicating security and privacy

  • Ensure access to supporting information
  • Use imagery to communicate privacy
  • Provide tips and assistance on how to protect your computer from security breaches and threats

Communicating trust

  • Transparency on pricing and quick access to key actions is important
  • Include testimonials, third party endorsements and a commitment to customers

 

Part two of this blog series will look at the second critical stage for an effective mobile betting site, Introducing Options. 

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

E:         hannah.farrington@globalreviews.com

Download the full Mobile Sports Betting report here 

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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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How to convert more of the online casino customers that you could and should be winning!

How do you convert more casino customers online? Let Global Reviews help! We are delighted to announce the launch of our new online casino programme across the UK, starting in July 2016. Already trusted by top sports betting brands such as William Hill, Coral, Paddy Power and Betsson Group, Global Reviews’ latest robust and advanced analytics programme will help solve the critical problems that Digital Leaders in online gaming face regarding customer acquisition:

  • WHY are we losing potential online customers who are actively considering gaming with us (registering an account and claiming the bonus) but choose to game with another company?
  • WHAT actions can we take (based on learnings from companies around the world) that will enable us to win more of the customers that we are currently leaking.
  • HOW do we independently validate, in such a fast-moving and disruptive environment, that the development decisions we are making are the right ones?

This first ever cross-market study will audit the UK online casino market and their comparative performance at meeting / exceeding the needs of UK customers who are in-market to open up an online gaming account and start playing online. Our new programme will ultimately help casino providers win more of their ideal customers online.

How did our new online casino programme come about?

Extensive internal research and feedback from our current sportsbook clients that have casino interests indicated that many of the online casino sites are unnecessarily losing large numbers of customers that they spend huge monies attracting. The main cause is not that the sign up process is difficult but casino providers are not differentiating themselves well enough. Global Reviews will now be in a position from July 2016 to help online casinos provide their online customer with the same online experience that they currently enjoy in their daily lives from other online providers. Casino companies will, for the first time, gain definitive evidence as to why they are leaking more customers to their competitors than they should be.

To find out more about our new Online Casino Programme 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

E:         hannah.farrington@globalreviews.com

Or find out more about our Digital Sales Effectiveness programmes here 

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Seasonal game changers in online sports betting

Leading sports betting brands losing on average 74% potential customers

Following the dramatic variances we found in brand recall amongst the online sports betting sector during the 2014 AFL, NRL and Spring Racing periods, we gathered together the same data for 2015 to see how the industry played to the peak online betting season this year.

The following infographic plots the variances in unprompted brand recall and website visits when researching a provider to place a bet through. Using August as a baseline, we can see how the awareness and visit rates rise and fall with each sporting season and subsequent boosts in advertising.

Sports betting recall vs visitsThis data is collected monthly so register your brand to discover how your marketing efforts are playing out compared to that of your competitiors.

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Betting websites are punting $22 billion on trust – and are losing

Despite the gambling industry broadly being considered untrustworthy, partially due to recent events in the news and its perceived historical links, a 2011 report in the Economist indicated that, on average, every adult Australian loses just under $1300 per year and as a nation we drop $22 billion per year on the punt – nearly five times what we spend on foreign aid.

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