RedEye helps William Hill implement conversion rate optimisation

The Challenge

The aim of every gambling site is to improve the conversion of visitors to registrants. William Hill wanted to improve the number of users registering online and improve the retention of registered users by maximising the content available on the website.

Solution

RedEye’s unique conversion rate optimisation process produced a tiered programme of actions to improve all areas over a six month period using the following tactics:

• A/B testing on a new registration process: RedEye changed the old 4 step process for a couple of different two step processes and reviewed which was the most effective.
• Behavioural email: RedEye created a custom behavioural email programme to target users registering but not depositing into their accounts. The programme was tailor made to factor in several other aspects of the site, including any specific errors users received.
• Web analysis: The core and expensive to maintain content of the site was thoroughly analysed to discover if it was worth keeping. The analysis looked at how often it was being used and investigated the user profile.

Results

RedEye’s conversion rate optimisation process provided William Hill with the following findings:

• Users receiving a behavioural email were 5 times more likely to instigate a deposit than those who didn’t.
• Registrants were 2.5 times more likely to deposit and become a full customer as a result of the email programme.
• Analysis of the expensive to maintain content was retained and pushed to more users due to the following findings:

1. Users of the content placed more than 5 times as many bet slips compared to the site average.
2. Despite only accounting for 6% of visitors, these users accounted for over 30% of bet revenue placed on the site.

During this testing process the following results were achieved:

• 10% improvement in the registration conversion process.
• 9.5% click-through rate achieved through the email campaign.