Ideas & musings about consumer behaviour

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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