online poker
TRANSCRIPT
Challenges & opportunities in a cluttered online poker
market
Friday 13 November 2009
SEM versus UX market
0
0.75
1.50
2.25
3.002.75
0.20
GB£ Billion
Everyone’s focused on driving traffic, not on conversion & retention
Source: econsultancy
Friday 13 November 2009
This means there’s a massive
Opportunity
Friday 13 November 2009
To differentiate via a
superioruser experience
Friday 13 November 2009
Let’s look at Poker...
It’s a very crowded place
Friday 13 November 2009
A glance at online Poker...
• Many sites using same platform e.g. PlayTek
• Margins are tight between platform provider, affiliates, and of course, the players
• “Liquidity”: Plenty of players on plenty of sites
• The network can be bigger than the brand
Friday 13 November 2009
Some are using EBD*
* Experience based
differentiation
Friday 13 November 2009
Creating loveable experiences
“PKR may not have as much of the big money tourneys, but they are amazingly fun to play on. I never laugh and enjoy poker so much as when I play here!”(PKR player via PokerScout.com)
Friday 13 November 2009
The first time depositor
• Sign-up and makes an initial deposit
• A key earner for Poker sites
Friday 13 November 2009
Barriers to conversion• Rewards, enticement - they’re only once-off
• Download & install: system requirements, compatibility, versions, Mac OSX - it’s a pain in the ass
• Signing-up
• No experience-based differentiation - it’s the same everywhere, so you get “nits”
• What’s the conversion rate of nits to loyal players? Pretty poor
Friday 13 November 2009
Low-hanging fruit
• Focus on the download, install and sign-up experience.
• Measure, tweak and improve.
Friday 13 November 2009
How?
• Analytics - data insight action.
• A/B & Multivariate Testing - test in the market, not in the lab
• Measurable design improvements, measurable improvement in conversion rates, customer retention and loyalty
Friday 13 November 2009
And who am I?
I’m Laurence Veale and I work for iQ Content, a usability company based in Dublin.
[email protected]: @laurenceveale
Friday 13 November 2009