Best-in-class eGaming personalisation recommendation experience for Ladbrokes

Creating a best-in-class eGaming experience
Ladbrokes

Creating a best-in-class eGaming experience

How Ladbrokes are moving towards delivering one-to-one customer experiences

The low down

shops across the UK

shops across the UK

over 25,000 employees

over 25,000 employees

net annual revenue

net annual revenue

Introduction

Netflix and Spotify have disrupted entire industries by delivering one-to-one experiences through tailoring product recommendations and messaging to each individual customer. Ladbrokes wanted to apply this strategy, and mindset, to their egaming offering by using existing customer journey data to improve the experience online. In such a competitive market it’s essential for a company like Ladbrokes to differentiate to increase retention, build on new customer acquisition, and create loyalty with their brand.

Recommendations: surfacing the most relevant betting options

Recommendations is Ladbrokes’ first step toward achieving their one-to-one goal. To that end, a proprietary recommendations engine was developed based on user behaviors. Qubit ingest both this recommendations data and the relevant live odds into the Visitor Cloud, and the top recommended bets are displayed to individual customers.
Recommendations: surfacing the most relevant betting options
Bhavik Patel

"Qubit helped build the capability for recommendations. In the backend, they bring together data from our API, our algorithm and the live odds for any given sporting event. In the browser, they have built the look and feel of how this experience is deployed, and how each individual customer can interact with it. In this example, we’ve taken personalization down to a minute level, uploading about 20 tailored recommendations per customer."

Bhavik Patel
Head of Analytics & Optimization

Live-streaming: driving users onsite via push notifications

Mobile has changed the way consumers watch sports and how they place bets. Ladbrokes offers a streaming service for every sports’ market, where users can place bets before games start, as well as in-play.

To ensure their users never miss an event, and allow them to take advantage of the betting inplay functionality, Ladbrokes worked with Qubit to drive users onsite via push notifications. Using mobile instead of email was vital not only from a timeliness perspective, but also to ensure that the customer experience was contextually relevant and consistent to the device used by the consumer.

9%
increase in live-streaming on app

Homepage optimization: tailoring the experience with customer data

Sports betting sites have a wealth of choice which for some users can be overwhelming. This negatively impacts the ability for users to find what they’re interested in, and the effectiveness of the content. Ladbrokes addressed this issue from the ground up, starting with a consolidation of the homepage, before moving to a more sophisticated experience that tailors what a user sees on arrival, based on their previous betting behavior.

Personalizing the homepage based on betting history

Insight
Ladbrokes identified those users who consistently placed bets on one type of sport.

Action
Once users placed their 5th bet they were asked if they wanted to customize their homepage to their favoured sport.

Results
Users placed more bets, and bet faster, without cannibalizing their bets on other sports.

10%
increase in betting activity post-personalization vs. customers who did not personalize
Personalizing the homepage based on betting history

Using seasonality and behavior to optimize navigation

Insight
Seasonality is key with the sporting calendar. Ladbrokes wanted to understand which products were driving value within the top navigation bar.

Action
Ladbrokes personalized the website based on granular analysis of the navigation bar, for example knowing that American Football became the 3rd most popular sport during NFL season meant they could push this at the right time

Using seasonality and behavior to optimize navigation

Creating a tailored homepage experience

Insight
Ladbrokes' own analysis of their site showed that the homepage side banners took up 20% of the real estate, but only 3 of 8 banners were performing well.

Action
Combining the insights from this analysis with the Qubit platform meant that Ladbrokes were able to streamline the homepage and tailor the banners to each visitor.

25%
increase in traffic to promotions
Creating a tailored homepage experience
 

Ladbrokes

Watch Bhavik Patel, Head of Analytics & Optimization, discuss thinking big and starting small when it comes to customer experience

Looking ahead

Continue their quest to provide valuable one-to-one experiences to their visitors and customers

Launch experiences that support their business goals around acquisition, retention and engagement

Build on the success of push notifications, rolling out across other sports such as tennis and horse-racing

Capitalize on the ability to ingest CRM data into the Visitor Cloud through Qubit Live Tap

Innovate further on their recommendation engine, improving the algorithm and design to track and influence even more user behavior

Action churn prediction data, by creating a 'high-risk customer' segment, and targeting them with experiences to find out why they're not engaging

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