Ideas & musings about consumer behaviour

How are Sports Betting mobile sites performing?

Author: Marie Sheehan

The first mobile site study
In Q1, 2014 we conducted the first Mobile Sales Effectiveness (MSE) Study into sports betting websites in the UK.
The sports betting mobile sites reviewed were: Ladbrokes, William Hill, PaddyPower, SkyBet, BetVictor, Sportingbet, BetFred, Coral, 888, Bet365 and Betfair.

Small points difference in MSE Scores, UK Sports Betting Brands Q1 2014
In this study, Global Reviews’ mobile web effectiveness benchmark for Sports Betting providers delivered an overall industry average of 54%, with a small variance between scores; the highest score being 55.9%, attained by SkyBet followed closely by Ladbrokes with a score of 55.7% and BetVictor with 55.6% The lowest scoring site – Betfair – achieved a score of 48.5%.

graph

These scores are calculated from four key tests; a set of practical tasks, an attitudinal survey and an audit of the site’s features – all done by prospective customers – as well as a best practice audit by experts, consisting of over 350 separate criteria.

Measuring the online purchasing journey – from first visit to the mobile site
The sports betting MSE benchmarks are made up of six phases which follow the customers’ journey from ‘Initial engagement’ – their first encounter with the website – through researching and choosing a bet to place through to filling in the registration form online.

In Q1 2014, UK sports betting brands did best at the ’Registration’ stage (scoring an average of 63%). The industry scored lowest for the ‘Channel selection‘ (20%) stage, with no brand scoring higher than 28%

‘Why choose you?’
In an intensively competitive market such as sports betting, bettors need full encouragement through the last step of their betting decision through the provision of external comparisons, access to FAQ, contact details and decision support through ‘why choose us?’ content.

Key pain points in the customer journey:

  • Few brands attempt to differentiate their services
  • Sites make contact details and help hard to find

‘Why register and bet through a mobile site?’
The ‘Act’ phase of the MSE study looks at how well the sports betting mobile sites explain their channel options for placing a bet, as well as how effectively the site encourage to users to complete their bet online.

Key pain points in the customer journey:

  • Mobile channels are poorly promoted
  • Registration requires more support

‘How easy is it to place a bet?’
When users find a bet they like, they then need to figure out how to place it – something not made as simple as it should be.

Key pain points in the customer journey:

  • Bet slips need more help and support
  • Users need to be reassured on safety and security

Although many sports betting providers perform well in some areas of the customer journey, most notably the registration forms, with an average score of just 54% none are providing the necessary consistently positive experience throughout the site from homepage through to registration and betting.

Most mobile sites fail to adequately signpost users to contextual help and support, as well as failing to show why potential bettors should select their brand above others. Sports betting sites, like brands in many other markets, also fail to encourage users to apply through the mobile site, and fail to adequately promote the ease and speed of registration.

White paper
Download the white paper on this study

Upcoming study
Our next study into the mobile web performance of sports betting providers will take place in September. To be included in this study or to find out more, please contact Liam O’Callaghan 0203 7258262

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