Online Poker

Challenges & opportunities in a cluttered online poker

market

Friday 13 November 2009

SEM versus UX market

0

0.75

1.50

2.25

3.002.75

0.20

GB£ Billion

Everyone’s focused on driving traffic, not on conversion & retention

Source: econsultancy


This means there’s a massive

Opportunity


To differentiate via a

superioruser experience


Let’s look at Poker...

It’s a very crowded place


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


Some are using EBD*

* Experience based

differentiation


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)


The first time depositor

• Sign-up and makes an initial deposit

• A key earner for Poker sites


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


Low-hanging fruit

• Focus on the download, install and sign-up experience.

• Measure, tweak and improve.


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


And who am I?

I’m Laurence Veale and I work for iQ Content, a usability company based in Dublin.

[email protected]: @laurenceveale


mailto:[email protected]

mailto:[email protected]

Online Poker

Design

Transcript of Online Poker