Marketing Assistant Matt Anderson looks at three ways that iGaming companies can use behavioral marketing to achieve their goals against all the odds.
Do you invest a lot of money to drive traffic to your site? Attracting visitors to your website is vital but what if these visitors are leaving before making that all important FTD (First-time Deposit)?
Our figures show that 70.1% of visitors to iGaming websites abandon before they convert so it’s vital to look at how we can remedy this. So could behavioral marketing be the answer?
Behavioral marketing profiles your visitors, to understand how they use your site and make sure your online journey fits their individual needs. In turn, this will lead to bets, returning players and an increase in first time depositors.
Here’s how it can be done…
Take advantage of the moment to get the best hand possible.
Whether you’re a shopper or looking to game online, we’ve all been there. Sat looking through a site, but not sure whether you’re going to commit or not before eventually leaving the website.
As a digital marketer you might think ‘It’s ok, they’ll come back’, but what if they don’t? Statistics vary greatly about the average time a user spends on a website, but it certainly isn’t long. As we humans have an attention span less than that of a goldfish (It’s true, check it out!), you need to make the most of a visitor being on your site. Remember, attention is precious.
But how can this be done?
Behavioral on-site displays are a fantastic way to grab a visitor’s attention and prevent them from clicking that dreaded cross in the corner of the screen. If visitors are showing intent to leave your site, a triggered display highlighting a sign-up offer will lead to a longer session time and an increase in FTD’s.
Better still, these displays can be segmented to ensure that visitors who have never deposited will receive one message whereas those whose data you have, will receive another.
Segmentation is key, and tailoring that message will ensure your visitors are receiving the relevant prompts they need, to make that next step.
Use Account Abandonment Emails to Call Their Bluff
With this in mind, the next step is to turn browsers and “webroomers” into players by encouraging them to fund their account.
The key to this is timely and personalized emails to would-be players that have yet to find their account. Suggest your most popular games or show your latest odds to give them the final nudge. (See more email marketing stats here).
Once they’re on a roll, it’s time to up the ante.
Finally, you’ve got people to your site, you’ve collected their data and they’ve completed a FTD. Fantastic, end of the journey right?
The customer journey has only just started. They’ve merely just passed the first fuel stop, on the freeway to loyalty! post-purchase emails can be sent directly after a transaction with the aim of upselling. An idea would be to include special odds, free games and many more enticing deals in this email, leading to an increase in loyalty and added value.
Post-Transaction Messaging doesn’t stop at emails. It can also be done in the form of SMS messages. With 51% of e-commerce sales taking place on mobile in 2015 and 16% of gaming revenue worldwide coming on mobile, it’s so important to get you mobile strategy right.
The good news for mobile doesn’t stop there, our data shows that an astounding 98% of all SMS messages are opened and a 15% click through rate. That’s huge! Behavioral SMS messaging is something that is in the ascendency and could certainly help shorten the odds for your iGaming success.
It’s a challenge to pull visitors to your website, and can often be costly. Therefore, it is vital that your website is best prepared to convert as many visitors as possible. Use on-site displays to prolong a visitor’s session time on your site and make them aware of your deals to make sure they just can’t leave!
Use intelligent Browse Abandonment emails to remind them of what they’re been looking at on your gaming site.
And finally, Post-Transaction messaging through SMS and email are a great way to increase AOV, repeat players and higher deposits.
All that is left for me to say is, good luck!
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