Camelot UK, operator of the UK National Lottery, has partnered with marketing optimisation specialists Maxymiser to improve customer experience, user journey and the marketing data insights on Camelot UK’s digital inventory.
Operated by Camelot, the National Lottery website is one of the top 10 e-commerce sites in the UK, with over 7 million registered players.
“As the National Lottery website generates such a significant amount of traffic, we have high hopes for the optimisation campaigns that we will be running with Maxymiser,” comments Selina Chang, Senior Optimisation Manager, Camelot UK Lotteries Limited.
“We are aiming to use the guidance and expertise of the Maxymiser team to prove our hypotheses surrounding user experience, design and layout. In September last year, we launched a major new online and mobile platform, which is transforming the way players interact with National Lottery games across all devices – particularly mobile and tablet. We’re continuing to invest in this regard, so want to make sure that the National Lottery website is in the best position it can be to support that investment.”
A particular area of concentration for the campaigns will be the online registration journey. “We’re currently finding that a lot of our online visitors do not have an account with us – they are using the site for checking results or to get general information. This makes it more difficult for us to understand who these visitors are and how we can best meet their needs. By optimising the online registration journey through a series of campaigns with Maxymiser, we are hoping to make the process of creating an account easier for the visitor, while maintaining the rigorous processes we must meet to ensure our players are eligible to play.”
Another key area of focus will be the development of optimisation campaigns across multiple platforms. With an increasing amount of play occurring on mobile, Chang explains the importance of improving the interaction and design across all visitor platforms. “It’s important that we respond to the changes we are seeing in the way that our visitors play. As more visitors are playing via mobile and tablet, we need to reflect this by improving the experience across all platforms.”
Whilst Camelot is currently deploying the managed services provided by Maxymiser, running self-serve campaigns through the use of Maxymiser’s Visual Campaign Builder tool is part of Camelot’s future roadmap. “As we haven’t previously conducted any optimisation campaigns, this is a very big step for us – so we want to be able to take advantage of Maxymiser’s expertise in the gaming sector to help us through the early stages.”
Chang concludes, “We are extremely impressed with Maxymiser – the quality of the output from the optimisation campaigns is really exceptional, and the testing process is particularly thorough and secure. The team themselves are very agile and responsive to our requirements; they understand what they are doing and always maintain patience and professionalism.”