Fintech
Golf Lottery
Golf Lottery is a service that the user can pay monthly or annually to, for a chance to win prizes that our golf related.
Challenge
One of the major challenges I faced with the Golf Lottery project was overcoming the lack of awareness about the service. Many potential users were unfamiliar with the platform, and the landing page design confused them rather than guiding them. Additionally, introducing payment details too early in the sign-up process caused drop-offs, as users felt apprehensive about committing without fully understanding the benefits.
Results
By redesigning the landing page and adding clearer calls-to-action, I helped improve navigation and user flow, resulting in a more intuitive experience. We saw increased user engagement by delaying payment details to later in the process. Moreover, refining the branding and introducing targeted email campaigns significantly boosted awareness, which led to higher conversion rates.
Product Context
This project was to increase conversion rates on a Golf Lottery website involves improving various aspects of the website to attract more visitors and encourage them to sign up for the lottery. Here are some strategies that we used to increase the conversion rates:
Improve the website design: The website design should be visually appealing, easy to navigate, and responsive. Visitors should be able to find what they're looking for quickly and efficiently.
Create clear and compelling messaging: The website's messaging should be clear and concise, highlighting the benefits of participating in the golf lottery, such as the chance to win exclusive prizes, support charitable causes, or gain access to exclusive events.
Offer social proof: Display testimonials from past winners or satisfied customers to build trust and credibility. This social proof will encourage visitors to participate in the lottery, as they will be assured that the process is legitimate.
Simplify the sign-up process: Make the sign-up process as easy and straightforward as possible. This could include reducing the number of form fields required or offering social media sign-up options.
Use email marketing: Use email marketing to keep your subscribers informed about upcoming lotteries, special offers, and other updates related to the golf lottery. This will help to keep them engaged and increase the likelihood of them participating in the lottery.
By implementing these strategies, you can increase the conversion rate on your golf lottery website, attract more visitors, and ultimately grow your business. These are also the mission statements
What is the Golf Lottery?
The Golf Lottery is a fun and engaging platform for golfing fans to win a range of prizes in a weekly draw. This new and unique lottery gives golf fans the opportunity to support charities within golf. The Golf Lottery is a nonprofit organisation, licensed and regulated in Great Britain by the Gambling Commission. The two objective of the Golf Lottery is:
Raising funds for golf supported charities. Golfer’s passion for the game will sustain charities supporting sport and golf in the United Kingdom. It’s a new way of raising funds, with the aim of developing the sport from a grass roots level for communities under-represented in the game and supporting diversity and inclusivity.
Every week Golf Lottery players will have the chance to win prizes from cash, tournament tickets to merchandise and golf products. The big prizes will include playing experiences wih Celebrities, Major winners and Ryder Cup Captains, through to VIP hospitality at major golf events including private travel and luxury accommodation.
Benefits of Golf Lottery
The Golf Lottery is a fundraising tool providing your members and followers with the opportunity to contribute to your charity causes through a fun and entertaining mechanism.
It will provide a simple solution to assist with meeting your charitable donation targets. Set up with the same ethos, the Golf Lottery will work with and support golf's governing bodies to drive golf in a positive direction.
This is a unique opportunity as there are no direct competitors that currently exist in the golf sector.
For the consumer, the Golf Lottery is an exciting new platform on which to play to win prizes as well as support meaningful charities.
How it works
Playing is simple on the mobile responsive platform launching April 2022 with an App to follow later in the year. There are two ways to play:
Monthly Subscription: with a direct debit of £5 per calendar month.
Annual Subscription: with a direct debit of £52 per year.
There are 3 tiers that customers can subscribe to:
Tier 3: Sporting tickets to cash
Tier 2: VIP tournament Hospitality & more
Tier 1: In-Tournament playing experiences with Pro’s & Celebrities
Highlights
I led a research and design process, supported by a talented Digital Product Owner while working remotely and in the Bank WeWork office. Our efforts led to the discovery of valuable user insights, numerous user experience improvements, and a validated long-term design direction for the future development.
Making customer aware of how much the service is. This is useful as one of the main problems that we’re facing is that the customer panics when they see the bank details page so early on in the journey (as there is only 3 pages, it was quite hard to sell the customer the idea of the golf lottery and get them to sign up at the same time)
Introducing more people to the Golf Lottery. The main problem with the product, is that not enough people knew about it, looking through data and marketing, there was some easy fixes. For example, a friendlier email to introduce users to the product, and making people aware of what the service is.
Rebranding for a customer friend journey. While looking through heat maps, we could see that the customer didn’t know what to do when they got on the landing page. There was no direct button that said “click me to continue”. This was a simple fix by changing the banner and making the branding more user friendly (as you can see below).
