CONTENT SQUARE
The rise of journey managers Gaming companies are now building out UX and
journey manager teams to ensure the optimal experience. A journey manager oversees particular personas or groups of users. Every egaming company will have these: the VIP that spends large sums, bets frequently on only horse racing but nothing else, the fleeting visitors that come and go frequently, or the newcomer that has never visited before. It’s not enough to simply recognise that these different segments exist, operators must act on that insight by beginning to tailor the offers and on-site experience to these personas. This is no small task: it represents a big technical challenge, especially on mobile where our data suggests that users are four times less likely to sign in to their accounts.
it, the rewards are vast. Impulsive users can quickly become frequent users with an average of 14 bets for each customer.
The limitations of traditional analytics
The gambling industry is missing a trick when using merely conventional analytics such as Google Analytics to form the basis of their insight. Conventional analytics provide operators with only a limited picture of what is happening on their websites: how many users are visiting certain pages, clicking or tapping on certain offers, or dropping out before purchasing. These established tools don’t go far enough in explaining why users are behaving the way they do – why did this particular offer drive a 10% increase in conversion rate? Why did that change to the website layout cause a slight drop in a certain type of game or bet?
Enter the new breed of analytics Newer forms of analytics, such as behavioral and UX
analytics, can complement conventional analytics by providing these additional layers of insight, helping UX and insight teams surface data on the golden paths and equally identify where frictions are in the journey. Rather than segmenting by demographic details, such as country or estimated age group, operators should be segmenting by customer behaviour and user types – it’s the on-site behaviour that really matters. Too many operators are failing to take into account these different behavioural segments. Gaming operators need the tools at their disposal to be able to distinguish between different user types (e.g. new versus returning) quickly and easily, and manage their different customer journeys to make the most of each and every visit they receive.
Online journey managers aren’t so different from
casino managers: they’re employees whose job it is to ensure that all visitors are adequately catered for and that they’re moving through the various processes involved in placing bets and playing games correctly. We’ve seen the rise of journey managers in egaming operators, employing journey analytics to instantly visualise all user journeys for specific segments across any date range or device. The most successful journey managers are those with the ability to compare the behaviours from their key segments using next-gen KPIs and metrics such as zoning analysis, revenue per click, scroll depth and hesitation times.
Transforming the user experience Without knowing exactly why visitors behave the
way they do, testing becomes a gamble in itself. Testing without adequate insight to form the right hypotheses risks wasting huge amounts of time without a guarantee of good results. The need for an easy to use end-to-end solution which gathers, analyses and visualises all on-site user behaviour should be a focus this year. Egaming operators should look to solutions which will enable them to save time, and make better decisions faster.
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