Ideas & musings about consumer behaviour

The A to Z (& Search) of Navigation on Sports Betting Providers’ Mobile sites

The A to Z (& Search) of Navigation on Sports Betting Providers’ Mobile sites

Author: Marie Sheehan

The Global Reviews Mobile Sales Effectiveness* study of UK Sports Betting Providers Q1 2015 looked at how effective the mobile sites of Bet 365, Bet Fred, Bet Fair, Bet Victor, Coral, Ladbrokes, Paddy Power, Sky Bet and William Hill are at converting and convincing punters to place a bet with them.

Key to their success is great mobile navigation 

Navigation is central to the mobile user experience as punters want to be able to find what they’re looking for with minimal effort. If menu options aren’t clear, if there are too many barriers (perceived or real) or if search isn’t optimised many will go to the competitors – in fact almost one in five will immediately abandon (18%). Tweet: Navigation is central to mobile UX. Punters want to find what they’re looking for with minimal effort http://ctt.ec/Rjy09+   #GRblog

There is a clear correlation between mobile site navigation and conversion. Essentially, the better the navigation, the more likely punters are to recommend the sports betting providers and the more likely they are to use this brand. For example punter’s sentiment for Sky Bet prior to completing five assigned tasks on the mobile site stood at a mean score of 6.4 on a 10 point scale. Post task completion punters likelihood to use Sky Bet, and therefore their positive sentiment towards the brand increased, to 7.4. The average task success completion rate across the 5 tasks was 72%. Contrast this against Betfair who achieved an average successful task completion rate of 43% and an overall drop in positive sentiment towards the brand from pre task completion to post task completion (6.6 to 5.5). If navigation through your website is poor, you are donating your potential customers to the competition.

Fig 1 Positive Sentiment towards a Sports Betting Brand before and after task completion. Also includes successful task completion rates. Source Global Reviews Mobile Sales Effectiveness study into UK Sports Betting Providers Q1 2015

Fig 1 Positive Sentiment towards a Sports Betting Brand before and after task completion. Also includes successful task completion rates. Source Global Reviews Mobile Sales Effectiveness study into UK Sports Betting Providers Q1 2015

“A deep information architecture (often supported by cascading menus on the desktop) doesn’t translate well on mobile: it often forces the user to take too many steps to reach the content.”

– Nielsen Norman Group

What will punters do if they can’t find what they are looking for?

Almost a quarter of consumers on a sports betting provider’s mobile site would look for an online chat feature if they encountered a problem. This is a trend that is continuing to emerge, as we have seen this percentage grow over time and the course of our research programmes in both Europe and Australasia.

18% would leave the mobile site immediately and look for another provider – a figure that is lower than most industries. While 27% would look for FAQs.

Fig 2 Answers to the question: “If this was a real-life situation and you encountered problems on a website when doing research on placing a bet, please select what you would do next?” Source Global Reviews Mobile Sales Effectiveness study into UK Sports Betting Providers Q1 2015

Fig 2 Answers to the question: “If this was a real-life situation and you encountered problems on a website when doing research on placing a bet, please select what you would do next?”
Source Global Reviews Mobile Sales Effectiveness study into UK Sports Betting Providers Q1 2015

What problems did the punters encounter?

50% of the ‘in market consumers’ participating in our research did not encounter any problems on the sports provider’s mobile site, however that of course means that the other half did. The main problems when set a task to find an event range or locate a specific bet, being finding where they should start was not easy – a problem encountered by one in five. Furthermore 16% said that they information was not where they expected it to be.

Fig 3 The aspects of Sports Betting Providers’ mobile sites that customers found challenging Source Global Reviews Mobile Sales Effectiveness study into UK Sports Betting Providers Q1 2015

Fig 3 The aspects of Sports Betting Providers’ mobile sites that customers found challenging
Source Global Reviews Mobile Sales Effectiveness study into UK Sports Betting Providers Q1 2015

Optimal Navigation: A to Z or Search?

Punters’ default option when they can’t find something is to search for it. The optimal combination for mobile search is the magnifying glass icon in the upper right hand corner with predictive text suggestions based on the first couple of letters.
A-Z indexes are also useful when navigating a long list of sports, but an A-Z cannot replace everything a search is used for. However, there is a place for the A-Z too, but it must contain sufficient terms.

There is a place for both A to Z and Search options. A mobile site would need to include both options to ensure optimal navigation.

So which Sports Betting Providers do Mobile Site navigation well?

Coral leads the industry for helping punters to understand the various betting options – with an overall score of 71%. In fact, the research participants on Coral’s mobile website were the most effective and performed well for task efficiency –completing tasks with a one page view and only taking 1 minute and 16 seconds with a satisfaction score of 80%.

Coral provide a clear ‘A-Z All sports’ index which allows visitors to find specific events quickly. For example if you wanted to find the odds for Lewis Hamilton to win the 2015 Formula One Motor Racing Driver’s Championship, a punter can select ‘Formula 1’ from this index; view the events and ultimately each driver.

Fig 4 Screen shots of Coral’s mobile site

Fig 4 Screen shots of Coral’s mobile site

 

Betfred allows navigation by A-Z and by favourites, which includes Motor Sports

Fig 5 Screen shots of BetFred’s mobile site

Fig 5 Screen shots of BetFred’s mobile site

Paddy Power enables favourites to be saved on mobile

Fig 6 Screen shots of Paddy Power’s mobile site

Fig 6 Screen shots of Paddy Power’s mobile site

 

Betfred’s mobile search searches dynamically and remembers previous searches

Fig 7 Screen shots of BetFred’s mobile site

Fig 7 Screen shots of BetFred’s mobile site

 

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