Case Study: Betfair achieves 7% increase in click-through rate with VWO (Visual Website Optimizer)

How Betfair Used VWO To Increase CTR

Betfair, the world’s leading online betting exchange, needed to increase registrations from its website and mobile landing page. Using VWO (Visual Website Optimizer) and its A/B testing tools/WYSIWYG Editor, the team tested replacing a mobile-app promotion—seen as a distraction—with messages based on Cialdini’s persuasion principles: Reciprocity, Scarcity, and Social Proof.

VWO ran three variations and the Social Proof version was the clear winner (96% chance to beat the original), driving a 7% uplift in CTR to “Start Registration” and a 4.18% improvement in page engagement versus the control. VWO’s experimentation enabled Betfair to focus the landing page on a single conversion goal and deliver measurable increases in registrations and engagement.

Betfair