2021 | Navigating Challenges in the Sports Betting Market: A Maximbet Project Overview
Overview
Role
UX/UI Designer
Team
Product team: a Head of UX, an Optimization Specialist, and a UX/UI Designer (me).
Timeline
1.2 years
Tools Used
Figma, Maze, Figjam, Hotjar
The sports betting market is fraught with challenges for new entrants. With fierce competition from established brands and a client base that often seeks to exploit the system, cultivating customer loyalty is particularly daunting. A project I worked on at Maximbet focused on addressing these challenges by enhancing conversion rates and boosting customer acquisition through targeted marketing and promotions, with our key performance indicator (KPI) centered on the client's first-time deposit.
The Challenge
Breaking through the established brand loyalty in the highly competitive sports betting market presents significant hurdles for newcomers. Not only do they face intense competition from major players, but they also contend with a customer base that can be unpredictable. This environment makes it increasingly difficult to cultivate loyal customers.
The objective
The primary objective of the Maximbet project was to tackle these challenges by increasing conversion rates and enhancing customer acquisition through strategic marketing and promotions. We concentrated on key performance indicators, particularly the client’s first-time deposit, to create targeted initiatives that would not only attract new users but also foster long-term engagement and loyalty.
The approach
As a UX designer, I worked closely with the marketing team to develop effective solutions. We designed various promotions and marketing strategies aimed at encouraging clients to make multiple deposits over a defined period. Our approach included:
User Research and Insights Gathering: Utilizing data analytics to segment the customer base and tailor marketing messages to specific demographics, interests, and betting behaviors.
Customer Journey Mapping: Identifying touch points where users interact with promotions to optimize their experience.
A/B Testing: Running experiments on different promotional strategies, banner designs, and placements to determine effectiveness.
Wire framing and Prototyping: Developing wireframes in Figma to visualize the layout of promotional banners and the promotions page.
Remote Testing: Conducting usability tests with real users to observe interactions with the promotional elements.
The impact
The project's impact became evident after testing, as we identified optimal banner placements that reduced banner blindness and enhanced visibility. This strategic adjustment led to significantly higher click-through rates to the promotions page, ultimately resulting in a 2% increase in customer acquisition compared to prior efforts.
