Customer Experience: Sky Betting and Gaming Odds On Favourites To Increase Conversions

UK’s leading online betting website invests in Tealeaf’s Online Customer Experience solution to provide visibility of its web and mobile channels

London, 4th March 2010 – Sky Betting and Gaming, one of the UK’s leading sports betting, poker, casino and bingo companies, has deployed Tealeaf’s Customer Experience Management software, to give actual visibility into how customers are using the company’s website. Using Tealeaf’s advanced real-time insights, Sky Betting and Gaming is making informed improvements to the site to increase account sign-ups, making the site simpler to navigate for players and helping to achieve a better online gaming experience.

Tealeaf’s groundbreaking technology captures and records the website session of every single visitor to Sky Betting and Gaming’s websites. This provides the company with a vast array of actionable information that is used to identify issues and investigate user behaviour. Sky Betting and Gaming uses this information to make the following improvements:

Optimise the sign-up process – registering betting accounts is a key part of the website and keeping this process simple and intuitive is vital to acquiring new players. Tealeaf allows Sky Betting and Gaming to improve the user experience, allowing the company to eliminate issues and improve usability, leading to an increase in the number of successful sign-ups
Identify site issues that hinder conversions – Tealeaf automatically alerts Sky Betting and Gaming to any site obstacles that are frustrating customers, causing them to stop playing on the site and potentially abandon to a competitor
Combat fraud and solve dispute resolutions – because Tealeaf records and stores the actual web sessions of every user, any betting disputes can be resolved quickly and easily and fraudulent activity can be identified and recreated

The companies websites are its main source of revenue, generating over £50m per year; more than 80% of all business revenue. Eight million bets are placed on the site every week on sports and games, but in a highly competitive industry, attracting customers, encouraging them to register an account and keeping them playing on the site is vital. Sky Betting and Gaming invest heavily in marketing campaigns to raise awareness of the brand and drive traffic to the site, but if the website fails to convert new users or errors cause customers to drop-off then this is wasted investment. Sky Betting and Gaming deployed Tealeaf on its site in November 2009 following successes on other BSkyb websites.

“We knew our conversation rates could be improved, but we didn’t really know how customers were using the site,” said Richard Flint, Managing Director of Sky Betting and Gaming. “Our parent company had been using Tealeaf on sky.com and had found it useful. It therefore made sense for us to roll Tealeaf out on our betting and gaming websites as well.”

“In a business where the vast majority of our revenue is generated through the website, it is fundamentally important that we know exactly how customers are using the site,” continued Richard Flint. “Not only does Tealeaf allow us to identify and fix issues on the site, it enables us to really understand user behaviour so that we can optimise the site, improve the experience of our customers and ultimately, increase conversions.”

“With a competitor literally a click away, Sky Betting and Gaming needs to ensure that when customers come to the websites, they have a faultless experience,” said John Lillie, Vice President UK & Southern Europe, Tealeaf. “The real-time visibility Tealeaf provides allows the company to literally watch visitors as they use the site and see what they see. The vast amount of information this then provides gives unparalleled insights into the website.”