Paddy Power - Cross Sell

Background to The Project

Beat The Drop is a ‘Free to Play’ (FTP) Paddy Power acquisition product where the user picks a ticket value, select several sports related questions to answer and is given an amount of money in their pot. They then select their answer of “yes” or “no” and split the pot depending on their answer.  

For example, buying a ticket valued at £5 and selecting 19 questions to answer would give the user a pot of £1,000,000.

The Problem

As this is a Free to Play game, the data showed that we were only converting around 3% of users to being paid players on the Paddy Power Sportsbook.

The hypothesis was, if we can increase conversion to between 8% - 10%, we would see a significant increase in revenues from users (35,000 daily active players) who were already engaged with Paddy Power.

It was determined that I, as the only UX designer to work on BTD since 2018 should look at the journey for how we could convert our users playing for free, to become paying customers.

What I Did

Facilitated Workshops, Journey Mapping, Wireframing, Prototyping, Testing.

The Project Team

The team for this project was very small, it consisted of myself as UX, a UI Designer in Porto, a Product Owner in Dublin, and a third-party Development team in Dublin

We were given 2 weeks to get something that could be tested live on our users, as, if this could be validated, the business wanted to get it live for Euro 2020.

To get a sense for the appetite of cross sell, I used the benefits of how BTD is designed to add a card to the homepage asking users the question “Would you like to see odds within BTD” and the functionality to slide it yes or no – We had over 20,000 users interact with it with around 65% stating that they would like to see odds

User Journey Map

After the workshop, I took the journey mapThere were some natural touch points to add cross sell into the flow for the user where we wouldn’t be taking them away from their original desired task, but it would feel like they could add some extra enjoyment to their game.

Below is one of the journeys I did for an existing user.

Competitor Analysis

After the workshop, I started a competitor analysis to see how other big brands dealt with upselling and mapped out the placement, wording, and my feelings.

2 things kept coming up, they are easily accessible and don’t allow the user to stray too far from their intended journey and they don’t feel pushy

Wireframes

Taking all the information that I had gathered so far, I went to the wireframes and created 2 variants to be tested

The first variant (A) was a flow where we took the user to Paddy Power Sportsbook but deep linked them into the right market and with the odds added to their betslip. This took them away from the BTD and as very prominent

For the second variant (B) I added a subtle inline message but followed it up with a second general message on the ‘question answer’ page. I felt that due to the subtly of the message, it wouldn’t feel too intrusive and therefore we could show the user 2 slightly different messages

Experimentation

Working alongside our Experimentation team, we put the 2 different flows live for a sample group of 15% of users who had played less than 5 games, in total this worked out to be roughly around 2000 users over a 1 week period.

The results were pretty interesting. Test A increased conversion to the Sportsbook by 7%, Test B saw minimal conversion (under 0.5%) so Test A clear winner.

Project Conclusion

This project had huge visibility for the business and was seen as a key driver for increased revenue during Euro 2020 as well as a deeper impact on what could be achieved with the Free To Games that we currently have.

From a personal perspective I enjoyed being able to use a variety of techniques to get the project to a satisfactory conclusion. Although we didn’t hit the 10% increase, the way to team worked to get this delivered in time for the Euros showed amazing collaboration.

Tools I Used

Miro (Kick Off Workshop)

Excel (Journey Mapping / Competitor Analysis)

Figma (Wireframing / Rapid Prototyping)

Maximiser (Supported Experimentation)