Article

Suzy Coulson
Suzy Coulson 29 June 2016

The First Critical Stage For An Effective Mobile Sports Betting Site – Initial Engagement

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.

Infact, 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 (hannah.farrington@globalreviews.com)

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
What Design Features Does Your Ecommerce Portal Lack in 2021?

What Design Features Does Your Ecommerce Portal Lack in 2021?

If you want to update your ecommerce portal design, study this guide to find out about top features for 2021 and make your portal more advanced.

Roman Davydov
Roman Davydov 9 November 2021
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Latest Instagram Updates and What They Mean for Your Marketing Strategy

The Latest Instagram Updates and What They Mean for Your Marketing Strategy

October has been a busy month for Instagram, with platform updates introduced nearly every week. From easier posting to major developments in video, Instagram is doing everything it can to compete with the likes of...

Rikki Lear
Rikki Lear 11 November 2021
Read more