Any small business knows that it needs to have an effective online presence to compete. Independents may have their own USPs that attract potential customers who are willing to look beyond the chain stores, but the goodwill only goes so far. An enjoyable and easy web experience is still required.
That is why it is unbelievable that there are so many websites out there that seem to have been produced with no thought for the user. There is simply no excuse these days. If the business owner doesn’t possess the skills needed, then they should hire someone who does. It is very rare that a business can survive without a well-designed site.
Most web designers will be inspired by the best sites – no matter what the industry. One that might not immediately spring to mind is sports betting. It is one of the most forward-thinking industries, however, and there is a lot that can be learned from the best online sports betting sites.
Information Presentation
It may not be instantly noticeable when first looking at an online sportsbook, but there is an incredible amount of information being shared in a relatively small space. Betting operators will obviously highlight particularly popular markets covering big events, but there is a lot more available even with just a cursory glance.
There are plenty of lessons to be learned when it comes to design and space. Online sportsbooks tend not to follow them and still, somehow, never seem to be cluttered. There is no feeling of “information overload”. The layout of a typical sportsbook is a design masterclass in how to inform your customer.
Speed of Use
Many experts will tell you that the first thing you have to do with a business website is to make sure that any visitor stays as long as possible. This is undoubtedly true for almost all industries – including sports betting – but online sportsbooks still offer the opportunity for users to conduct their transactions in a speedy manner.
Betting customers require a fast service, as it could affect the outcome of their wagers. Therefore, the betting platforms need to ensure that everything works smoothly and that the site can accommodate visitors who will not be online for long. The design and layout factors that we just mentioned can then be used to change their minds.
Extras
One of the lessons many businesses have learned from social media is that customers and visitors want to feel part of something. The hard sell is not appreciated by most people and there is more success to be had by interacting with potential customers and including them as part of an overriding story.
With online sportsbooks, the basic idea is that they get their customers to place a bet and spend money. This is the same principle for any business. But these sportsbooks know that interesting content and blog pieces will engage and probably make a visitor stay longer. That in turn could lead to more business. If you can provoke conversation and interaction with extras on the site that don’t explicitly bring in money, that can also lead to further and repeated business.
Customer Support
This is one area in which a lot of online companies are currently falling down on. Even online sportsbooks are not treating the customer support section of their sites as important as they once did – and they are paying the price for that in lost business. The rise in use of AI chatbots has damaged company reputation and bottom lines.
Betting platforms have only followed the general consensus in this respect, but it needs to be emphasized that customer support is hugely important. All customers need to feel like they are being listened to and that their issues can be resolved. Providing a wide range of help options is the best way for this to happen – and avoiding the chatbot mistake is crucial.
Security
All online businesses and e-commerce sites need to have a secure payment process. Customers are quite happy now to buy just about everything online but they need to feel secure in the feeling that their personal and financial information is safe and that all transactions will go through without any problems.
Online sportsbooks obviously deal with a lot of financial transactions, including deposit and withdrawal procedures. Customers want to be sure that everything is above board – as well as being able to enjoy fast service. If a customer doesn’t feel safe using an online payment service, they will not spend money at all. Trust is everything here.
UX is Key
If you take nothing else from this article, then remember that user experience (UX) is most important when it comes to business websites. Online sportsbooks recognize this and know that, in an extremely competitive market, being able to offer a smooth, quick, and seamless experience is vital.
It doesn’t matter whether your own business is as far removed from the world of sports betting as it can be, there are still lots of lessons to be learned about how online sportsbooks attract – and keep – their customers. These are not difficult lessons to learn – but ignoring them could be a disaster waiting to happen.