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Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
Online Poker
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Online Poker

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Challenges and Opportunities

Challenges and Opportunities

Published in: Design, Entertainment & Humor
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  • 1. Challenges & opportunities in a cluttered online poker market Friday 13 November 2009
  • 2. SEM versus UX market 3.00 2.75 2.25 Everyone’s focused on driving traffic, 1.50 not on conversion & retention 0.75 0.20 0 GB£ Billion Source: econsultancy Friday 13 November 2009
  • 3. This means there’s a massive Opportunity Friday 13 November 2009
  • 4. To differentiate via a superior user experience Friday 13 November 2009
  • 5. Let’s look at Poker... It’s a very crowded place Friday 13 November 2009
  • 6. 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
  • 7. Some are using EBD* * Experience based differentiation Friday 13 November 2009
  • 8. 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
  • 9. The first time depositor • Sign-up and makes an initial deposit • A key earner for Poker sites Friday 13 November 2009
  • 10. 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
  • 11. Low-hanging fruit • Focus on the download, install and sign-up experience. • Measure, tweak and improve. Friday 13 November 2009
  • 12. 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
  • 13. And who am I? I’m Laurence Veale and I work for iQ Content, a usability company based in Dublin. laurence.veale@iqcontent.com twitter: @laurenceveale Friday 13 November 2009

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