beBettor Smarter Personalisation: Maximise first-time deposits
Sonny Cott, Chief Operating Officer at beBettor, explores how UK-facing operators can boost gross gaming revenue (GGR) by personalising deposit flows.
Why are first-time deposits such a crucial measure for operators?
UK-facing operators are experiencing some of the toughest market conditions in recent memory, with many commercial headwinds. But by growing the value of first-time deposits (FTDs), they can recoup marketing customer acquisition costs (CAC) faster, and generate consistently higher returns in the long-term.
First-time deposits set the tone for the entire customer journey. Research conducted by Cambridge University suggests the value of a player’s first deposit is the key indicator of their lifetime value. It provides operators with a critical window onto a customer’s potential lifetime value.
Yet the way many operators handle FTDs today is limiting, both for the player and themselves. Tat’s something we’re working to change. While operators are investing massively in personalisation across almost all areas, including marketing, promotions and gameplay, they often overlook the very start of the customer journey - the deposit screen itself. According to McKinsey, companies that personalise their user’s experience drive 40 per cent more revenue than their counterparts, yet this crucial pre-deposit moment is often neglected.
How does beBettor’s WealthScore help streamline the customer experience at the deposit stage?
WealthScore is our proprietary tool that benchmarks an individual’s wealth against the GB population . When deposit suggestions are set too conservatively this can limit revenue potential in the long term. Instead of treating all players the same at the onboarding stage, WealthScore
94
provides operators with evidence-based insights that can differentiate between players’ ability to spend. By providing wealth scores from 1 to 10 for every player, operators are able to increase the personalisation of the deposit screen tenfold, enabling significantly more effective onboarding.
Armed with our scores, operators can adapt their deposit UX to make precise deposit suggestions that reflect the player’s wealth. Te result is a smoother, more personalised onboarding experience, where players feel understood, but which critically can significantly uplift average first time deposit amounts..
What is the impact of personalising first-time deposit suggestions?
WealthScore enables ‘smart depositing’, which is our solution to a longstanding problem of one-size-fits-all onboarding. It allows operators to maximise first-time deposits without additional bonusing.
High capacity players can be offered higher, data-backed deposit suggestions, maximising conversion and encouraging players to deposit at levels in line with their financial comfort. For example, players with higher wealth scores might be shown default deposit options of £50, £100 and £250, whereas less wealthy players might see more suitable initial deposit prompts of £10, £20 or £50.
According to research by Fullstory, friction at the deposit stage is a key painpoint, adding further rationale for more personalised deposit flows. Armed with WealthScore operators have another key tool in their armoury to help address the commercial and technical headwinds they are facing.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180
