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Online Poker

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Challenges and Opportunities

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Online Poker

  1. 1. Challenges & opportunities in a cluttered online poker market Friday 13 November 2009
  2. 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. 3. This means there’s a massive Opportunity Friday 13 November 2009
  4. 4. To differentiate via a superior user experience Friday 13 November 2009
  5. 5. Let’s look at Poker... It’s a very crowded place Friday 13 November 2009
  6. 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. 7. Some are using EBD* * Experience based differentiation Friday 13 November 2009
  8. 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. 9. The first time depositor • Sign-up and makes an initial deposit • A key earner for Poker sites Friday 13 November 2009
  10. 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. 11. Low-hanging fruit • Focus on the download, install and sign-up experience. • Measure, tweak and improve. Friday 13 November 2009
  12. 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. 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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