At Frosmo, we’ve seen how our iGaming customers battle with time management and struggle which of the many tasks should be prioritized, with the IT team usually at the forefront of any project.
The IT team is most likely involved in every project that the company runs, whether it be from GDPR, UI changes, CRM/back-end changes, etc. They work with game providers, banking, KYC, registration flow, and other important tasks that not only keep the site up and running but also compliant with ever-changing local and international laws and requirements.
The real cost of creating an in-house IT team
With the increase in big data and the emergence of AI, cryptocurrency, VR games, and eSports, the workload and strain on the IT department are only set to increase in the coming years.
It’s then no longer a surprise that when a request comes from the marketing team to update the row of the most popular games on the site or change the content of a banner, it is not put on top of the pile. With a huge work backlog, it can actually take months for the simplest changes to be implemented and by then, the campaign has already ended or no longer updated.
These irregular, ad-hoc, more tactical changes should be left in the hands of the team that works closely with them, whilst leaving the more strategic site changes to the IT team.
We’ve also come across other solutions that utilized the IT team in creating personalization platforms from the ground up. Doing an in-house personalization project may seem like a good idea at first because using your available resources looks more practical. But in the long term, the IT team would also need to build a user-interface for the marketing team to change and monitor personalization. The whole process just adds another layer of complexity to the IT team as they need not only to maintain and upgrade the personalization-related code but also the user interface to manage this. Marketing will also require changes to this UI.
Automated testing brings many benefits for iGaming companies
A good personalization solution should ideally be able to run comparison tests, such as A/B or MAB tests that bring clear business benefits such as bigger returns and reduced time. By automating the content selection, the casino manager or the marketing team can drastically reduce the time spent on manually selecting game content shown in each market. But the entire work must maintain a simplified UI if it will be run and analyzed by the marketing team, or else, it will be controlled by the IT team, who will set it aside, as mentioned previously, because it’s not their top priority.
Now isn’t it time we reduce the strain on the heroic IT guys and let them concentrate on the important tasks they were hired for in the first place?
Contact us and let us help you with your personalization journey.
Want to hear more about Frosmo’s personalization for iGaming?
David Nelson works at Frosmo as a Customer Success Director and has many years of experience supporting international clients in a variety of business sectors. He is enthusiastic about helping customers define their business strategies and transforming them into solutions with real-world results. Outside of work, he is a huge football fan!
Test faster, smarter, and more efficient. MAB optimization makes testing faster and smarter with machine learning. With multi-armed bandit experiments, optimizing your user experience is less resource-intensive while effectively increasing the number of conversions. The method also enables automated content selection which further saves resources.
Multi-armed bandit experiments utilize machine learning and works by directing more traffic towards variations that have higher conversion rates, unlike A/B tests which direct set amounts of traffic towards each variation regardless of how well, or how poorly, they are converting.
With multi-armed bandit testing, the conversion rates of the variations are checked at regular intervals to adjust the amount of traffic sent to each. So even if a sub-optimal version gets a head start at the beginning of a test, this will be mitigated once the conversion rates are checked again.
Get results sooner and reduce lost conversions
Since a multi-armed bandit test provides results faster than an A/B test, the method is particularly well-suited for campaigns where you need answers quickly.
If you’re running a week-long contest, for example, then you’d need to know which offer would be the most appealing before the contest is over, so A/B tests are not an option. Not only would the multi-armed bandit provide you with the right results sooner, but because the variant that converts better gets shown to more users, you won’t miss out on conversions from the get-go. You’ll be earning while learning.
Interestingly, the multi-armed bandit method also lends itself very well for the opposite scenario. In cases where you’re not expected to reach statistical significance in months or even years, the benefits gained by deploying the multi-armed bandit over A/B testing will be even more extreme.
This situation is likely to happen when you’re testing so many variations that it takes a long time to show each variation to a significant amount of users. Multi-armed bandit experiments remedy this situation by eliminating low performers early on in the race and allocating traffic to potential winners. This results in less lost conversions and far less time wasted.
The final example is a situation where you’d let an experiment run indefinitely. Especially in situations where you have a large product catalog, it would make sense to promote a changing selection of products on the main page. By using a multi-armed bandit test, low-performing products would be automatically swapped out for new variations. Since you’d effectively create a high-performing and continuously updating selection, based on trends in buying behavior, you’ll see more conversions without having to do anything beyond the initial setup.
This is indeed machine learning.
Continuous improvement through faster and more frequent testing
Multi-armed bandit experiments are, in most cases, the way to go for businesses who want to get results faster. The possibility to run more complex tests, and test more often, will result in bigger returns. It’s automated and opens the door to continuous improvement. This makes using the method a no-brainer.
The three examples above are just some of the ways multi-armed bandit experiments could be used in web development. To see how this method has been used in practice, read Clas Ohlson’s success story.
Alex Vieler-Porter has been working at Frosmo for nearly 6 years and opened the UK office in London in April 2016. He’s now focusing on helping companies define and execute their AI strategies and create unique user experiences. Aside from artificial intelligence, he’s passionate about IoT and the possibilities for new business models.
The checkout process is a critical part of any ecommerce business. No wonder that most companies are afraid to run UX experiments that touch the checkout flow. The result: You are stuck with an ancient UX because making any changes is risky.
Running UX experiments on your checkout page is crucial to generating more revenue. However, if you break your checkout page during UX experiments, customers may not be able to complete their purchases. The risk of breaking one of the multiple credit card and payment integrations may also stall UX experiments.
Here are some of the most common points of concern:
Slow page loading – especially with dynamic content
Users unable to enter input in critical fields
Added items not shown in the shopping cart
Broken links or missing images on the site
Creating a new account or logging in not possible
Errors in payment options or delivery methods
Luckily, you can do UX experiments and improvements safely without breaking the payment funnel and other existing functionality.
Here are 5 ways Frosmo can help you do just that:
1. Quality assurance
The main reason for doing QA is to make sure changes on the website don’t introduce bugs, break the UI or influence the checkout flow.
Frosmo can go through the checkout funnel with all possible combinations of purchase add-ons and make sure that new changes won’t break functionality. For example, when you want to add additional delivery methods, we help you test all the combinations before rendering the site live.
Software bugs and crashes irritate users and reduce conversion. How to avoid them? We suggest that the team should identify key user-behavior patterns and make sure they are free of bugs and blocks that users might encounter. Identifying bugs from the start allows rapidly changing and correcting the code, instead of compromising user experience. A sanity test is conducted after testing to ensure that the bugs were fixed.
Do one change at a time. A complete overhaul isn’t always necessary. Especially if your legacy systems are hard to touch, experiment with smaller changes. They can also have a high impact on conversion rates, although it’s more likely that big changes have a more noticeable effect. For some people, it’s easier to keep the same kind of UI so it’s more familiar to the users.
Experimentation is a no-brainer when you want to develop your UX. Instead of just going with your gut feeling or intuition, systematically test options in lightweight experiments and check which changes improve conversion rates or sales.
Continuous small improvements to the page make A/B testing even more important. Measure changes that happen directly on the page on which the experiment is running, say in the checkout page. For example, if you want to A/B test your checkout page but don’t have enough conversions, test the elements in the current page to learn more about the users and help bring in more relevant traffic.
Let’s say you are running a test on your checkout page, where users have two options: either click ‘Sign up today’, or click ‘Log in’. If your aim is for the customers to finish checkout, you should run the experiment on the ‘Sign up today’ and ‘Log in’ buttons, so you can see the direct impact on the changes made.
Testing high-impact changes is challenging and changing many things at once is difficult, but creates bigger changes in conversion rate and a statistically significant result. An adverse result can also give valuable insights about the customers, which can be useful for future tests. In the end, when dozens of possible solutions have been disproven, you will find the superior one – perhaps not perfect, but the best so far.
3. Data analysis
After user research, testing/experimentation phase, and once the code has been developed and tested, it’s time to render the website live. An essential part of ‘going live’ is implementing and interpreting data analytics. The results can unravel valuable business insights, and identify patterns in user behavior. Analytics validate the idea and allow any organization or individual to make data-driven decisions and avoid expensive mistakes before the page goes live.You can watch for any potential errors during usage.
Continuous analysis of the test results while the page is running has been crucial to making data-driven decisions. Determining the part of your website that needs the most improvement helps you avoid wasting time on testing things that don’t need changing.
Frosmo offers testing capabilities and allows a faster time-to-market – so visitors continuously see new elements on the site. For example, the Frosmo platform provides the multi-armed bandit option for variations. The multi-armed bandit is a machine learning solution that determines which variant of the experiment is performing best. This variant is then automatically shown to users most often. This reduces the need for manual analysis to choose the ‘winning’ variant. At the same time, if trends change, the variation distribution changes automatically to favor the currently best solution.
4. Test for modifications
Scheduled testing is a great way to understand your current process. If there are any issues with placing an order, this must be clearly communicated before the customer wastes time in entering any additional information. Focus the tests around the essential areas of the page. This often has a more significant impact on the conversion rate than testing minimal modifications on other pages.
Tests should be conducted regularly, for example, twice a day, to make sure that customer-critical functionality is working as intended. Scheduling tests, once they’re written, is the responsibility of both Frosmo and you as our customer. Together we define the critical functionalities, such as the checkout funnel, and our team at Frosmo can then decide what to test to make sure it works. We can conduct an intern test to see whether the user can add products into the cart, proceed to the checkout page, fill out the fields, and leave the payment gateway. The test can be scheduled to be run at any interval.
By testing changes on a live site without development servers, there is no risk of having website changes that work perfectly during development but cause errors once in production. With Frosmo Workspaces, testing and collaborating between front-end and ecommerce teams is easier and faster without affecting the live content of your site. It improves the user experience safely as it eliminates the risks of discrepancies between different environments.
5. Error test monitors for customer conversion startup
Choosing the software that works best lets you efficiently run your desired tests with minimal effort or coding skills. Frosmo uses an open-source error tracking tool for monitoring errors and checking whether everything is fine with your site, and not just in the standard browsers. This tool monitors what the users are experiencing in the website at any given time, helps developers monitor and fix crashes in real time, and provides the health status of all modifications on the site.
Our team-specific dashboards show all our customers, current error rates on their sites, and what the errors are about. This is a pretty neat feature for error tracking, allowing Frosmo to catch the errors even before the site owner does.
At Frosmo, we make our customers feel safe about developing their sites and implementing modifications with tried-and-tested industry best practices. We can respond to new issues like the changes you make on your site, even when something goes wrong. The error-tracking tool is not just about modifications, but it also gives information about any abnormal changes, such as if conversions dropped significantly, or transactions count dropped.
Your website is an extension of your brand that requires continuous tracking, testing, and maintenance. With quality assurance and the product team working in tandem, a great user experience is within your reach. The courage to question conventions and implement a test-driven culture helps you create the best UX for your customers.