Sports betting, casino and poker specialist mybet has signed up Maxymiser, the global expert in Customer Experience Optimisation (CXO), including multivariate testing and personalisation, to provide guidance and expertise on its website evolution and optimise the user experience.

With up to 14,000 sports bets and live bets online and thousands of sporting events during the week, mybet is one of the largest online service providers. Maxymiser will work with the gaming brand to deliver a CXO programme that focuses on improving the customer journey and increasing the number of registrations to become a funded player.

mybet selected Maxymiser due to its comprehensive portfolio of solutions, which allows online brands to address all elements of Customer Experience Optimisation, from testing to personalisation across all online devices. By working with Maxymiser, mybet will benefit from a fully managed service, which includes a clear and easy to use analytics dashboard and access to testing and analytics experts.

An important element of mybet’s optimisation strategy is the ability to present targeted content and offers based on different customer segments, specifically new and returning customers who will have different priorities and demands of the mybet website. By utilising MaxSEGMENT™, mybet will be able to precisely target the most effective content for each audience, while also testing variants within groups to ensure website conversion rates are optimised. Specifically, mybet aims to increase conversions for new members from visitors to the site.

Sean Keogh, Platform Director, mybet, says: “We need a customer experience optimisation partner who really understands our business and is willing to work closely with us in defining our strategy, but then give us the tools to run the tests ourselves. Maxymiser is streaks ahead of the competition in that respect, helping us to understand how to integrate testing and personalisation and fully optimise our site for a better customer experience and increased conversions.”

Wayne Morris, UK General Manager of Maxymiser, comments: “Like so many brands, mybet has historically based web decisions on subjective views, but it recognises the need to mature its approach and embrace customer experience optimisation. mybet had experimented with testing and analytics prior to our involvement and had been frustrated with how difficult it is to operate at speed without the right technology and processes. Now, working with Maxymiser, it can use the data from real visitor behaviour to increase deposits, user satisfaction and customer loyalty.”

Published on: 2:55PM on 23rd August 2012