Sports betting, casino and poker specialist mybet has signed up Maxymiser to provide guidance and expertise on its website evolution and optimise the user experience.
The expert in customer experience optimisation (CXO), including multivariate testing and personalisation, will work with the gaming brand to deliver a CXO programme that focuses on improving the customer journey and increasing the number of registrations to become a funded player.
Maxymiser was selected due to its comprehensive portfolio of solutions, which allows online brands to address all elements of CXO, from testing to personalisation across all online devices. By working with Maxymiser, mybet will benefit from a fully managed service, which includes a clear and easy to use analytics dashboard and access to testing and analytics experts.
An important element of the gaming brand’s optimisation strategy is the ability to present targeted content and offers based on different customer segments, specifically new and returning customers who will have different priorities and demands of the mybet website. By utilising MaxSegment, it will be able to precisely target the most effective content for each audience, while also testing variants within groups to ensure website conversion rates are optimised. Specifically, mybet aims to increase conversions for new members from visitors to the site.
Wayne Morris, UK general manager of Maxymiser, comments: “Like so many brands, mybet has historically based web decisions on subjective views, but it recognises the need to mature its approach and embrace customer experience optimisation. mybet had experimented with testing and analytics prior to our involvement and had been frustrated with how difficult it is to operate at speed without the right technology and processes. Now, working with Maxymiser, it can use the data from real visitor behaviour to increase deposits, user satisfaction and customer loyalty.”
