In highly regulated sports betting markets like the UK and Spain, player demand for live betting and fast-paced wagering continues to rise. However, as competition intensifies and user acquisition costs escalate, the industry's core challenge remains: how to precisely reach target users and achieve sustainable conversion growth while adhering to stringent compliance requirements.

 

Developed by WHG, William Hill Sports Betting is an exceptional sports betting product that covers a wide range of sports, including horse racing, football, and other events, alongside a top-tier casino experience. To achieve efficient growth in the UK and Spanish markets, William Hill Sports Betting chose to collaborate closely with MovableAD, leveraging their expertise to upgrade its user acquisition and conversion strategies.

 

1. Product Overview and Key Challenges

 

William Hill Sports Betting is an integrated app that combines sports betting with an immersive casino experience, offering users a diverse range of high-quality experiences, including sports wagering, desktop games, and event TV and radio.

 

However, despite launching with advertising support, the product faced a mismatch between ad spend and user conversion performance. Additionally, there was a gap between user touch and final conversion, and the product's key advantages were not clearly communicated to the target audience. To resolve these issues, the team sought to collaborate with MovableAD's expert team to optimize the entire process, from product to promotion, aiming for a CR for click to install rate of 0.1%, aninstall to FTD of 1%, and keeping fraud rates under 5%.

 

2. Marketing Strategy and Performance Results

 

In the context of increasing competition within the sports betting market, William Hill Sports Betting focused on optimizing the core conversion path: click > install > first deposit. The company systematically enhanced each step to improve overall conversion efficiency and user quality.

 

Optimizing ASO to Improve Click-to-Install Conversion

To improve the conversion from ad impressions to app store installs, MovableAD ensured that key features, promotions, and unique experiences promised in the ads were clearly visible within the first three screens of the app store page. By aligning ad creatives with app store assets, they ensured consistency of information, reducing the risk of user drop-off due to unmet expectations.

 

Streamlining the Download Process to Reduce Abandonment Rate

MovableAD optimized the app's file size to avoid abandonment caused by large download sizes, ensuring a smooth installation process and improving the overall completion rate.

 

Creating an Incentive System to Improve Install to FTD Conversion

To encourage new users to make their first deposit, MovableAD implemented a complete user experience flow: optimizing the onboarding process with step-by-step guidance and visual cues to help users quickly understand the core features and betting procedures. Exclusive incentives and promotions were designed for new users, enhancing their willingness to pay early on and lowering the decision barrier for the first deposit.

 

With the support of MovableAD's expert team, William Hill Sports Betting achieved significant improvements in its conversion rates:

 

● CR for Click to Install reaches 0.1% 

● CR for Install to FTD reaches 1%

 

3. Conclusion

 

Through in-depth user insights, refined operational strategies, and advanced technical tools, MovableAD helped William Hill Sports Betting significantly enhance its user conversion efficiency and brand competitiveness in highly regulated markets like the UK and Spain. Moving forward, MovableAD will continue leveraging data-driven insights and intelligent operations to help more products expand their global market reach and build a sustainable, high-quality growth trajectory.