Betway + UserTesting

Betway Group is a global online gambling company, owned by Super Group. The organization’s portfolio includes Betway Sportsbook, Betway Casino, Betway Vegas, and Betway Esports.

The majority of Betway customers use their mobile devices to access the Betway site—and the app users have a better experience than those who simply use Betway through the website. So the organization led a project to increase the percentage of customers who download the Android app in two major regions.

According to Jeremy Coutts, Customer Experience Strategist, “We identified that in some of our markets, the number of customers using the app was below our expectations, so we set ourselves a target to increase this by over 100%. However, having tested the journey internally, we couldn’t identify why customers hesitated to download the app.”

Compounding their business challenge, the Betway team needed to leverage external landing pages for customers to join since Betway’s Android app doesn't appear directly on the Google Play Store in the two major regions they targeted.

Jeremy Coutts explains, “We have an app download page and we wanted it to be as easy as possible for our customers to understand how and why to download the app. And we use the insights generated from UserTesting to help improve that page.”

Betway reviewed their emails that promote app downloads and saw all the links were working as hoped. Their next stop was UserTesting, as they recognized the need to hear from customers directly. Participants in multiple countries highlighted that Betway used overly technical language. Secondly, customers received pop-up messages asking them if they were sure they wanted to download the app. This presented them with security concerns. Lastly, customers identified that they would expect to see a ‘quick link’ to download the app when using mobile web.

So Betway created a new landing page for app downloads. This page preempted questions about pop-ups, eliminated security concerns, embedded an FAQ video to reduce the need to contact Betway with questions, featured a quick link, and added a popular ‘features and benefits’ section.

Since rolling out these changes, Betway increased the number of customers downloading the app by 600% across two targeted regions, while increasing the total proportion of customers receiving push notifications by 25%. 

The organization also used this project to showcase the work of CX across the business and the impact of UserTesting. Today, Betway’s CX team sees a major increase in the request for human insight across all departments.