CONTENT SQUARE
Inside the mind of a gambler
ContentSquare’s UK Managing Director, Duncan Keene explains how a new breed of customer journey analytics is transforming the egaming user experience (UX).
T
here’s a lot more to gambling than luck, and too many egaming brands are gambling on the user experience they’re delivering to their customers. Recently gaming operators are waking up to a
difficult challenge posed to them which is: Most egaming teams can’t explain how and why their digital customers behave they way they do Egaming brands have plenty of tools at their disposal to tell them what is happening on their websites, however there’s far less understanding of how and why it is happening. How many teams can answer with a definitive yes to the question: ‘Do you know why conversion increased or decreased on a given day?’ Furthermore, a huge challenge for gaming operators is insight velocity, gaining actionable insight with speed, which is difficult to do with traditional analytics tools. Speed is king, when optimising customer journeys, and those who are slow to surface insight, will get left behind in the race to UX optimisation.
UX is the new bookmaker The online explosion of egaming has shifted
attention from transactions occurring at brick and mortar bookmakers to the mobile phone. Mobile egaming has transformed the fortunes of the industry, yet not all online operators have got up to speed in terms of delivering a superior experience across both mobile and desktop. Those who are leading the pack, have already built out entire teams focused on UX, realising how critical the delivery of an optimised user experience is to their long-term success.
UX is one way brands can differentiate themselves, and this is especially true in egaming. Gamblers tend to visit multiple sites and services at once, so operators need to do all they can to ensure that their service feels unique and easy to use.
72 MAY 2017
On their websites, UX can act as the bookmaker, guiding specific users towards making a bet, signing up for an account or simply reducing the number of frustrated customers who can’t navigate the way they wish to. The problem is too big to ignore and it’s time for egaming brands to act.
Inside the mind of a gambler
According to ContentSquare data from over 300 million mobile sessions, for 80 m-commerce brands, mobile users take 21% less time to interact with the first page than desktop users. What digital operators need is insight about this fast-growing and impulsive segment of mobile users: why exactly do they take 21% less time, and what can be done about it? The gambling sector is characterised by this
volatile user base: ContentSquare analysis shows that the average bounce rate is more than twice as high (35% compared to 15%) than in other industries. Egaming sites need to present their users with large amounts of information before the customer can use the service, and this presents a challenge in a sector where time spent on individual pages is three quarters lower than the average. Therefore, optimising their on-site journey is critical. The ‘impulsive user’ is one customer segment
ContentSquare have identified which is prominent on most egaming sites. These users make up 52% of a typical egaming brand’s overall traffic, spending less than 5 minutes on the website and mainly visit to review their betting history or search for information. Only 26% of these users will actually make a bet in any one session. But even when they don’t bet, they visit an average of 13 pages. It’s not easy to make these impulsive users place a bet, but if you manage
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