In an increasingly competitive market, online bookmaker Betfred.com was looking for ways to increase registrations from potential customers.
Betfred.com wanted to maximise the potential of non-converting users already on its site. It wanted to achieve qualified registration conversions by optimising the most important point of customer engagement to lift conversion rates. In order to achieve these goals, Betfred engaged with IgnitionOne.
IgnitionOne implemented its Digital Marketing Suite site optimisation technology. The technology is driven by a powerful audience scoring engine that monitors on site browsing behaviour based on 120 different variables (including click behaviour, dwell time, specific product views, RFM) of each user. This score is then used to trigger customised calls to action in real-time (see picture below), designed to provide each individual visitor with an offer relevant to their specific product(s) of interest whilst they are still on the site.
Two different types of interaction take place on Betfred.com via the IgnitionOne technology:
- Visitors with a high engagement score are targeted with a pop-in containing two calls to action: ‘Register Now’ or ‘Log-In’. The pop-in contains an offer relevant to the visitor’s interest profile. In addition to this, contact details and Live Chat links are also relevant to the specific interest so any query the visitor has can be channelled to the most appropriate team. This interaction is triggered on the visitor’s unique interest score and is designed to be shown when the visitor reaches the crucial conversion tipping point.
- In order to reduce the number of drop-outs, a second pop-in is triggered specifically within the registration page. This pop-in reinforces the relevant offer and encourages the visitor to contact the relevant customer support if they are experiencing any difficulties in registering. The pop-in on this page is triggered based on the amount of time spent on the page (if the visitor has spent longer than average on the page) as well as by mouse position. If the visitor moves their mouse above the top of the page (indicating that they may be about to leave the page), then the pop-in is triggered.
Dynamic Pop-In: Providing a customised and personalised experience at the appropriate time in these ways significantly increases the likelihood of a positive interaction with the visitor resulting in a substantial uplift of new registrations.
The IgnitionOne program was a huge success.
In order to prove the uplift generated by the technology, vigorous A/B testing was carried out whereby a control group of traffic was not shown any interactions. A/B testing allows for clear and comparative results. In the eight months since the IgnitionOne Digital Marketing Suite technology has been in place, Betfred.com has witnessed 49% uplift in registrations of the target group versus control group.
In addition to this conversion uplift, the reaction to the pop-ins by Betfred.com visitors has also been very positive, with on average 25% of users that are shown the pop-in actually using the call-to-action and engaging with it.
Buoyed by its success, Betfred.com is now preparing to use the IgnitionOne technology for a wide-range of additional purposes such as:
– Expanding the onsite offering through encouraging further customer interaction and product participation;
– Using the audience profile to enhance cross-sell opportunities.
Betfred.com has fully bought into the concept of IgnitionOne’s audience scoring engine and is reaping the rewards from using the technology. All elements of the business are familiar with the LiveMarketer display, which visualises the data on the client site in real-time as well as the benefits that the technology can bring.
Betfred.com is a truly innovative business that really sees the value in working closely with third-parties such as IgnitionOne to drive results. The most exciting aspect of the relationship is that there is a significant desire from both parties to improve results even further. They continue to explore other elements of IgnitionOne’s Digital Marketing Suite, to ensure that the technology is used to its full potential by contributing Betfred.com’s growth and offering visitors the best possible experience.
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