Betway: more sign-ups and better retention through testing
As Conversion Optimisation & UX Manager at Betway Group in London, owned conversion for all products: landing page tests on page structure, urgency and social proof, plus email marketing, for 22% more new account sign-ups and a 15% higher retention rate.
My contribution
Owned conversion for all products, with responsibility for new account sign-ups and retention. Designed and ran the landing page tests on page structure, urgency and social proof, and the email marketing that brought customers back.
Open full-size image ↗
Situation
Betway Group runs online gaming and betting products for international markets. Growth depended on two numbers: how many visitors opened a new account, and how many of those customers stayed.
Task
Own conversion across all products, responsible for new account sign-ups and for retention.
Action
Architecture
Two levers, one programme. Landing page testing to win new accounts, and email marketing to keep the customers who signed up.
Implementation
- Landing page optimisation. A/B tests on page structure, urgency and social proof.
- Email marketing to bring customers back after they signed up.
Verification
- Landing page changes ran as A/B tests, and retention was measured on the customers who signed up.
Result
- +22% new account sign-ups.
- +15% retention rate.
Skills evidenced
- Landing page optimisation across several products.
- Lifecycle email marketing for retention.
- Ownership of acquisition and retention KPIs in a high-volume digital business.
Portable lessons
- Sign-ups and retention belong to the same owner. A sign-up that leaves next month is not a win.
- Page structure is a test variable. The order of information changes what visitors do.
Want to discuss the decisions behind it?
Over fifteen years of consulting and growth, and hands-on AI delivery from discovery to daily operations. I can share my CV and talk through how I connect business outcomes with systems that run.
Available for a chat. In person in Stavanger, or remotely worldwide.