It shouldn’t come as a surprise that, in the UK alone, the sports betting market could hit £4 billion within the next few years. While several factors have contributed to this industry’s growth, the role of online platforms cannot be ignored. This began in the late 20th century when the first online sportsbook was launched.
Years later, betting companies are using these platforms in different ways to improve their edge. From personalising experiences to tailoring their platforms for mobile usage, the list is just endless. And if you want to learn more about how this is possible, continue reading.
Tailoring for mobile use
There are times when you may want to use your mobile device to place wagers. But as you do that, you’d like the experience to be as seamless as possible, regardless of the screen size. And thankfully, even the best horse racing betting sites know this quite well. So, to cater to that preference, these brands often create responsive designs that won’t need pinching or zooming, even on smaller devices.
According to BusinessDasher, about three-quarters of users are more likely to remain loyal to such websites. Plus, mobile-friendly websites can see up to 40% higher conversions than those that are not. And now that the sports betting industry has become extremely competitive, companies are taking advantage of this design approach to improve their edge.
The best part of responsive platforms is that they often load faster. Remember, page speed is a popular preference amongst most modern consumers. In fact, studies show that more than eight in ten users expect websites to load not more than three seconds. And, of course, it isn’t any different in the sports betting industry. That’s why online sportsbooks are working hard to improve their load times and, thus, improve their competitiveness.
Providing better customer experiences
Everyone can agree that the kind of experiences customers have with a brand greatly affects its performance. For instance, do you actually know that, according to Contentful, great experiences can encourage up to 87% of customers to buy more? Conversely, if you provide multiple negative encounters, you may see up to 73% turn to competitors.
With such statistics in mind, it makes sense to see betting companies pay more attention to customer experience. For instance, you may have noticed a good number of them customising. This can help build stronger customer relationships, as most consumers actually expect such experiences. As per most approximations, the percentage is about 81%.
Plus, personalisation can help increase conversions and retention rates. As punters interact with online platforms, it becomes possible to know their betting preferences, habits, times and so on. This information can be very handy when a platform wants to cater to customers’ preferences. And you may actually be surprised to learn that about 73% of customers want businesses to be able to distinguish and know their unique tastes.
As such, several bookmakers have been turning to more advanced technologies like artificial intelligence to cater to these preferences. And the benefits of achieving customer-centricity can actually be mind-blowing. According to SuperOffice CRM, such brands can improve profitability by 60% more than those that aren’t customer-focused.
More engaging experiences
As much as online platforms have helped betting companies improve the convenience of accessing their products, punters want more than just betting. Some want to catch the action live on the same platform, while others may want to try new options like casino gaming or even different betting markets. These preferences can be endless.
Top betting sites, of course, know quite well that punters’ preferences can vary. That’s why most are working hard to diversify their products in a bid to improve their relevance. They even cater to local preferences by allowing punters to bet on local and regional sports. On top of that, you’ll not miss diverse payment methods on these platforms, all in the name of catering to multiple customer tastes.
As you can see, online platforms are actually beneficial. Besides just increasing visibility, they offer betting companies a lucrative opportunity to provide even more engaging customer experiences. And with this industry becoming more competitive, bookmakers may adopt more innovative ways to engage punters using these platforms.
