14% Improvement in new player sign ups

The client

BetVictor contacted Channel Dynamics to help them to understand the attitudes, motivations and behaviours of their key user personas groups for each of their Betting propositions. These were used to develop the UK and international service offerings. We then worked to re-design the key landing page triggers and increase conversion rates for new user subscriptions

The challenge

BetVictor is a sports book betting provider based in Gibraltar with a UK and Asian based user base. They were interested in utilising our experience of persona development and commercially focused UX design to help focus their future product development.

The main objectives were to:

Identify the attitudes, motivations and behaviours of their three focus areas of Football, Horse Racing and Casino personas.
• Undertake a series of deep dive interviews with these core users to establish patterns.
Summarise the information and identify user journey conversion triggers that could be integrated in to future product designs.
• Develop those learnings in to modified user journeys and improved on-page conversion rates.

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Our approach

We ran a workshop with the BetVictor team in Gibraltar to identify the initial project focus and to identify what they already knew about their users. This is allowed us to uncover all the stakeholder insight and is an invaluable part of providing focus for the persona research sessions and the associated discussion guide.

We ran a series of individual video interviews in our research labs that explored a range of areas from why people bet through to a typical day in the life of the various users to identify key user journey information.

We translated the BetVictor insight in to tangible information that could be utilised to influence the customer conversion decisions throughout the sign-up processes. We further optimised the conversion journey through A/B testing.

“Our recent projects with Channel Dynamics have gone very well. We now have a new user focus for future product developments and understand the sports book users in more detail. They helped us translate the research in to clear revenue benefits and look forward to working with them again shortly.”Head of Design at BetVictor

The results

The new detailed personas provided actionable insight in to how the conversion journeys could be modified, leading to a 14% improvement in new player sign ups and tangible efficiency and revenue benefits.

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