The Brazilian market of betting and gaming has reached a level that we predicted a few years ago: intense competition, new brands in constant boiling and well-under-the-line regulation. So now, more than ever, developing customer retention strategies that really work is paramount.
Today, we're going to talk about some stock ideas that make users want to always return to your betting site.
However, before we start, I make a warning: it is important to understand that no strategy is effective in a way disconnected from good strategic planning.
It's no use developing a single marketing action, forgetting that customer retention begins in the elaboration of your brand name, through the development of the platform, design, user experience and others. Anyway, let's come up with some ideas:
Offer really attractive sign-up incentives
All gaming sites offer some kind of bonus or offer to new players, designed to attract bettors with free bets or some other incentive.
That's very good, but it's not just about waiting for new players to deposit on the site first, for no other reason to attract them, and then receive the bonus, and that's it.
A smarter way to do this is to link your incentive to some other event or benefit relevant to the interests of your target audience. If you offer sports betting, for example, you can give new customers the chance to bet on a big tournament or single game for free, only if they create an account.
If the initial benefits are all tied to the first deposit, it will be more difficult to retain customers, especially if your brand is new to the market. It's a commonplace thing the bettor already expects to receive, through his money first.
Thus, it is necessary to invest more. Offering a benefit that requires nothing more in return than a simple registration will be a much more effective strategy.
Reward customer loyalty
Another frequent mistake that many gambling and gambling sites make is to reserve the best incentives for people who have not yet registered, at the expense of alienating their already active and loyal customers.
If your customers feel they are ignored after they create their account, they will certainly move away from your site by migrating to the competitor.
Therefore, setting up a loyalty scheme, linked to a combination of a player's level of activity on your site, as well as the time they are a customer, can be an excellent solution in this case.
Adapting your service and providing personalization is the key to retaining customers, in all types of businesses, not just at bookmakers.
Improve the user experience
Another vital part of the customer retention puzzle is understanding how your site is being used and whether there are any experience issues that are leading to frustrations and possible abandonment of service.
The user experience (UX) is a fairly comprehensive topic, but it should certainly be considered for your gaming operation.
Factors such as interface layout up to text readability and the number of interactions required to log in and start playing will be key influencers in player retention.
Simply, if customers sign up for your site and find that your services aren't easy to use, they'll probably leave.
Keep your menu of options constantly updated
Even an elaborate, high-quality website experience can become obsolete and tedious if customers come across the same old selection of games every time they log in.
That's why it's so important to bring the customer cutting-edge games. In sports betting, the same rule is worth. Events and markets must be in constant assessment of relevance, so that the options that your client really seeks are offered.
Keep an eye out for your customers' impressions
An excellent but often overlooked strategy for acquiring and retaining customers is to ask them how they feel about the services you offer and what improvements they think would be needed.
Often the operator is so close to a project, it simply cannot identify some problems.
Understanding why some customers have stopped using your service is very important in designing what steps you need to take.
If you liked the subject, we can certainly talk and see new viable alternatives to your operation.
André Vinícius de Alencar Alves
Commercial Director and Partner of Control+F5
