Sportsbook UX Review - Betslip

The betslip is arguably the most important customer facing feature of a sportsbook as it is where the customers spend their money. It is therefore essential that the betslip is clear, intuitive and offers all the functionality required for a customer to easily place a bet.

Firstly, it must be accessible and noticeable on all sections of the website or app. It also needs to be optimised to display all the information about selections, stakes, potential returns, totals, all bet types on offer, and any other options that enhance the overall betting experience. Finally, the betslip should enable customers to place a bet or prompt them to deposit if there aren’t enough funds in their account. This needs to be a seamless process to ensure  successful conversion.

This report reviews the betslips of ten UK sports betting operators to provide insight into how they differ and which options work best for the customer. The report also offers recommendations for improving the betslip to ensure customers receive the best betting experience possible.

The review took place between November 2017 and January 2018, so some features and functionalities are subject to change. We carried out this analysis on desktop devices for each website and the iPhone X for each mobile app.

Key findings

The betslip needs to be easily accessible on any device, but it also needs to be out of the way so customers can browse other events, especially on smaller screens. Bookmakers handle this by either housing the betslip in the bottom navigation bar or in a navigation drawer in the top right corner. These are both good positions to place them on mobile to keep them out of the way, yet still accessible within one tap.

All betslips reviewed made it very easy to create a single or a multiple bet. All selections were highlighted on the page and included bet and event information. It is also very easy to remove selections both from the betslip and the page. While many operators make it clear which bet types have been selected by changing the colour on the odds, some brands (Betfair, Paddy Power) need to improve this to make sure the customer can see all the choices while browsing - some colours barely stand out from the non-selected options.

Most stake entry methods use the appropriate keyboard according to the device (desktop or mobile), however, some still use default standard keyboard on mobile  with numbers not shown, which slows down stake entry. The best apps have custom keyboards created specifically for stake entry.

Not all betslips provide quick stakes. This is a very important tool to drive bets and ultimately gross gaming revenue, so the ability to place bets quickly is essential, especially for in-play selections. This is also useful for encouraging the customer to increase their stake amount by providing set options (e.g. £1, £5, £10).

All of the reviewed betslips display the total bet amount, however, few show the total potential returns (Paddy Power, Betfair, Sky Bet), which would be useful for the customer before placing a bet. It’s also easier than having to work it out themselves.

The customer needs to be able to deposit funds as quickly and seamlessly as possible to complete bet placement, especially for in-play events where prices can be changing quite frequently. Prompts to deposit varied, with the best examples being the integration of the deposit functionality into the betslip, so it’s fast and the customer never has to navigate away from the betslip when adding funds to their account.

Very few operators offer additional links or services from the bet confirmation/receipt, such as live commentary, event statistics or social media sharing, which help customers to continue their engagement once a bet has been placed.

Think of the betslip as a shopping basket

When the customer starts placing bets, the betslip acts as a shopping basket for their selections, and it needs to provide a clear breakdown of all the events, markets, stakes, multiples and other options to place a bet. The layout and design of betslips vary across different operators, however, all of them contain similar information. It is key to make it easy for a customer to understand and make any changes if required.

Nine out of ten operators place their betslips on the right hand side of the page and at the bottom of the navigation bar in an app. Unibet’s betslip only appears once the customer has made a selection.

It’s interesting to see how information is arranged in each betslip and how operators make use of that space. All of them include basic details about each bet selection, such as the market, selection name and current price. The better ones provide event or additional information about the market, such as the each way terms.

Separating singles from multiples is a standard practice across all operators, which means the layout needs to provide a good overview of different options and any help to explain what they mean. The UK style of betslip has this all in one view, whereby the European style displays singles, multiples and combinations in three separate tabs. It’s fairly easy to find a straight accumulator in all betslips, but some don’t always include all the details in the different multiple types, such as the odds and the potential returns.

Stake entry forms need to be optimised for different devices

When it comes to entering stakes, the keyboard needs to be appropriate for the customer - a standard keyboard for desktop and numeric for mobile. Most operators use these or even create custom ones for their apps, which is the best approach.

Quick Stakes are a good way of optimising stake entry, making this process quicker and easier to increase the stake amount. Many operators don’t include them in their betslips, which could be a missed opportunity to maximise spend.

Horse racing options

When it comes to horse racing bet details, they should follow the same format as any other sport. Some operators change the way starting price (SP) and each way (EW) options are displayed and where they can be selected. SP is often included in the betslip in a dropdown menu. In some cases, SP is only available from the event page or hidden within the odds (the customer needs to click on the odds to change it) which isn’t very intuitive and takes time to find. We recommend a dropdown on the betslip to save time, space and keep it in front of the customer at all times. Some races might also have a dividend price type so this makes the solution scalable. EW is a lot more prominent and most operators include it as a checkbox. However, many don’t display EW terms, which means customers have to return to the event page to find this information which slows down the bet placement process.

Updating selections and prices

Changes in prices and market states (open, suspended and closed) are constantly being reflected in the betslip, particularly for live events. This means that the customer needs to be notified as soon as anything changes to their selection in the betslip while they still haven’t placed a bet. Frequent notifications can be very frustrating when trying to complete bet placement, so a balancing act of keeping customers informed without completely distracting them needs to be struck. Odds and price changes are usually highlighted with a particular colour or arrows. Customers also often need to accept these changes if they want to go ahead with that selection. This can become a laborious process for a quick bet placement. Betfair have addressed this with the functionality to set the betslip to accept downward odds during bet placement.

If a market is suspended, this tends to be shown as a blocked or greyed out (disabled) selection, so the customer can see it is no longer available to bet on. The majority of the reviewed operators provide a clear indication of a suspension by highlighting it. Out of all the operators, only BetVictor fail to show this clearly. It is important to show this information as soon as anything is suspended to make sure the customer can adjust their selections accordingly.

Conversion and confirmation

It’s always a high risk that customers might drop off even after making bet selections, similar to how online shoppers tend to abandon their baskets for various reasons. One of these could be insufficient funds. It was good to see that all operators inform the customer if they have insufficient funds in their account without deleting the bet selections. Most prompt them to deposit to complete the transaction, however some still include extra steps after the user has made a deposit. For example, William Hill doesn’t take the customer automatically back to the betslip but they need to make that transition themselves.

Upon completion, the customer receives a bet confirmation, stating the selections, odds, prices and potential returns. This is an opportunity for the customer to make use of any extra services (live commentary, event statistics and social media) if available or continue to place another bet. Offering any related content or services will make the betting experience more engaging and interesting for the customer, extending their experience after bet placement. For example, adding social media sharing options would be useful for recreational customers to share their winnings or potentially winning bets with friends. This could also be used to boost sign ups through social media channels by offering a deal or a referral bonus, which is a cost-effective way of acquiring new customers.

Operators also include Cash Out on the bet confirmation, in case any customers would want to use it before the event finishes. As this is an important feature for many operators, it needs to be quite prominent and appear whenever available.

Reviews

bet365

bet365 stood out with the highest score for its betslip on desktop. It can be seen and accessed straight away from any page. Customers are easily able to make single and multiple selections and add or change stakes. The betslip provides a good overview of the selections, including potential returns for each bet, odds and multiples whenever applicable.

The betslip on mobile is very similar to the desktop version. It becomes apparent once the customer makes their first selection and is placed at the bottom of the screen. It may be useful to make its location more prominent, as it can blend in with the rest of the features. The way it displays information is the same as in desktop - everything is included and clear. It makes placing a bet very easy by using mobile-friendly features, such as a bespoke keyboard for stake entry.

Pros

  • Accessible from different pages and after making a selection
  • Easy to make a single and multiple selection
  • Easy to add or change stakes
  • Displays information about selected multiples, events, stakes, odds and potential returns
  • EW is a tickbox and is easy to select
  • Contingencies, suspensions and price changes are highlighted
  • The user is informed if there are insufficient funds and is prompted to make a deposit
  • Bet confirmation is clear, includes cash out, streaming, live alerts, retained selections and it is easy for the customer to place another bet from

Cons

  • Doesn’t display the total potential returns, which means the customer needs to calculate that themselves
  • To select SP on horse racing, the user needs to click on the odds, however it’s not obvious and doesn’t indicate that it’s a dropdown menu. It can be easily missed.
  • The bet confirmation doesn’t link to other features or services (event stats or commentary), which would make the betting experience more interactive

Recommendations

  • Display the total potential returns
  • Make SP more prominent
  • Add event statistics for a more immersive experience

Betfair

Betfair’s betslip is more prominent on mobile than on desktop as it’s quite small and blends in with the rest of the features on the website. However, it provides a good overview of the bet selections and Cash Out options wherever available. The betslip informs the user about any changes in the event, such as suspension or a contingency, which means the user is aware of any updates while placing a bet. To overcome frequent price change notifications and distracting the customer, the betslip has a setting to confirm bets automatically (which can be disabled). This is a good option to ensure the user is informed about any changes without interrupting the bet placement process.

Pros

  • Users can access the betslip from different pages
  • Provides a good overview of single and multiple selections, as well as allowing to place multiple bets on a single event
  • Easy to add or change stakes
  • Displays information about multiples, selected events, stakes, odds and potential returns from each bet
  • Easy to select SP and EW on desktop
  • Contingencies, suspensions and price changes are highlighted
  • Bet confirmation is clear
  • Highlights where Cash Out is available
  • Mobile betslip uses a numeric keyboard

Cons

  • No quick stakes
  • Doesn’t show total potential winnings
  • Doesn’t inform the user of insufficient funds or prompt to deposit prior to placing a bet and the customer needs to go into My Account to add funds
  • The bet confirmation doesn’t display streaming services or statistics, although they’re available from the event page
  • Can’t select SP on mobile

Recommendations

  • Selection confirmations need to stand out more on the page - the ‘selected’ blue is too similar to the ‘non-selected’ one
  • Display odds for multiples
  • Could highlight Cash Out options better and offer statistics about events if available

BetVictor

BetVictor’s betslip on desktop can be quite hard to notice as it doesn’t stand out from the rest of the pages. Its mobile version is slightly better as the customer can see where it’s placed and it’s easy to view. Despite this, both are still accessible from a number of different pages and include details about each bet. The mobile betslip uses a custom keyboard for stake entry, which is more intuitive, however, it doesn’t offer any quick stakes which would speed up the process even more.

Pros

  • Betslip is easily accessible from different pages and after making a selection
  • Provides a good overview of single and multiple selections, as well as allowing multiple bets on a single event
  • Displays information about selected events, stakes, odds and potential returns
  • The method of stake entry on mobile is a separate screen with a custom keyboard
  • EW is a tickbox and the terms are clear
  • Contingencies and price changes are highlighted
  • The user is informed if there are insufficient funds and is prompted to make a deposit
  • Bet confirmation is clear, includes cash out, retained selections and the user can easily to place another bet from the betslip

Cons

  • No quick stakes, which usually speeds up the bet placement process and is a chance for the operator to increase customer spend
  • SP selection only available from the event page
  • Suspension isn’t highlighted, so the user might not always be aware of any changes before placing a bet
  • Bet confirmation doesn’t link to other features or services (statistics or commentary)
  • Mobile betslip doesn’t offer streaming options

Recommendations

  • Create a more consistent betslip across every channel (use currencies to show prices clearly, same functionality)
  • Add quick stakes
  • Make the selection of SP easily accessible

 

Betway

Betway’s betslip is consistent across all channels, offering a good overview of selections and details about them. It handles price or event changes by highlighting them to the customer and there’s also an option to accept all updates automatically for a more seamless process. It uses a repeat stake functionality which autofills all fields with the same amount. This is a great option to handle multiple stakes quickly. However, the mobile betslip doesn’t use a numeric keyboard, which should be changed to meet the requirement to enter a number. It also uses a custom keyboard for placing bets on horse racing which could be used across all other sports too for consistency.

Pros

  • Betslip is easily accessible from different pages and after making a selection
  • Easy to make a single and multiple selection
  • Displays information about selected events, stakes, odds and potential returns
  • EW is a tickbox and terms are clear
  • Uses repeat stake functionality for quicker entry
  • Contingencies, suspensions and price changes are highlighted
  • The user is informed if there are insufficient funds and is prompted to make a deposit
  • Bet confirmation is clear, includes cash out, streaming, retained selections and is easy to place another bet from

Cons

  • The method of stake entry on mobile is a standard alphabetic keyboard, which doesn’t meet the user’s need to enter numbers
  • Different stake entry feature for horse racing on mobile - needs to be added to the betslip and is an extra step for the user
  • The user needs to close the bet receipt to place a new bet which adds an extra step to continuing betting

Recommendations

  • Change the stake entry method to an appropriate keyboard on mobile
  • Use a consistent stake entry method, preferably with a custom keyboard and quick stakes
  • Use currencies on prices for clarity

Coral

Coral’s betslip on desktop is accessible from a number of pages, displaying various details about selections. However, it looks quite busy and text heavy, making it quite daunting for the user to scan through. It could use more space and around the text or add different block colours.

The mobile betslip is a lot easier to read, with each selection displayed as a separate block. The stake entry method is a custom keyboard, which is very intuitive in helping the customer enter numbers or quick stakes. However, there is one extra step for the first selection to ‘Add to Betslip’ instead of automatically doing so. All following bets are added automatically.

Pros

  • Betslip is easily accessible from different pages, apart from My Account
  • Easy to make a single and multiple selection
  • Displays information about selected events, stakes, odds and potential returns
  • Betslip uses an appropriate keyboard for stake entry for desktop and mobile devices
  • EW and SP can be selected from the betslip
  • Suspensions and price changes are highlighted
  • The user is informed if there are insufficient funds and is prompted to make a deposit
  • Bet confirmation is clear, includes retained selections and is easy to place another bet from

Cons

  • The desktop betslip is quite hard to read and needs to use more space to be consistent with the mobile version
  • Contingencies aren’t highlighted, so the user might not realise or understand why certain bets aren’t allowed
  • The bet confirmation doesn’t offer cash out, streaming or any other related services

Recommendations

  • Make the betslip consistent across all channels and easy to read
  • Inform the user about any contingencies
  • Add cash out and streaming services where available

Ladbrokes

Ladbrokes’ betslip is clear and accessible from a number of pages and is easy to understand the information about selections included there. It efficiently highlights any changes in events for the customer to accept them, but it doesn’t notify about any contingencies.

The mobile betslip brings up a quick bet keyboard upon the first selection which offers a good functionality to place a bet quickly. All subsequent bets are then added to the betslip automatically.

Pros

  • Betslip is easily accessible from different pages, apart from My Account
  • Easy to make a single and multiple selection
  • Displays information about selected multiples, events, stakes, odds and potential returns
  • Betslip uses an appropriate keyboard for stake entry for desktop and mobile devices
  • EW and SP can be selected from the betslip
  • Suspensions and price changes are highlighted
  • The user is informed if there are insufficient funds and is prompted to make a deposit
  • Bet confirmation is clear, includes cash out, streaming, retained selections and is easy to place another bet from

Cons

  • Quick stakes are only available on mobile, however they can be useful for desktop users too
  • Contingencies aren’t highlighted, so the user might not be aware of why certain bets aren’t possible
  • EW terms aren’t displayed, which means the user might not be aware of them
  • The user needs to go to the Deposit page to top up funds, which adds extra steps to the process
  • The betslip doesn’t offer cash out (on mobile), streaming or any other related services

Recommendations

  • Inform the user about any contingencies
  • Add cash out and streaming services where available
  • Display EW terms
  • User currencies in the mobile betslip for clarity

Paddy Power

Paddy Power’s betslip is consistent on desktop and mobile, with each selection separated as a block for easier scanning. It contains the information about each event and highlights any changes or contingencies. However, price changes can be quite hard to see as they appear red on a dark grey background. Price changes can be set to be automatically accepted, which is helpful when placing multiple bets. The mobile version uses a custom keyboard for stake entry and quick stakes, which helps users place bets quicker.

Pros

  • Betslip is accessible from different pages
  • Easy to make a single and multiple selection
  • Displays information about selected multiples, events, stakes, returns, odds and potential returns
  • Betslip uses an appropriate keyboard for stake entry for desktop and mobile devices
  • EW and SP can be selected from the betslip
  • EW terms are clear
  • Suspensions, contingencies and price changes are highlighted
  • The user is informed if there are insufficient funds and is prompted to make a deposit via the Quick Deposit pop up
  • Bet confirmation is clear, includes cash out, retained selections and is easy to place another bet from

Cons

  • Quick stakes are only available on mobile
  • Price changes need to stand out more for easier visibility
  • Contingent bets are hard to spot
  • The deposit process isn’t very smooth
  • Selections don’t stand out on the event page and
    can be missed
  • It is easier to make a deposit on mobile than on desktop

Recommendations

  • Add streaming services where available
  • Make price changes more visible and stand out
    when they happen
  • Offer quick stakes on desktop
  • Make sure selected bets stand out on the event page
  • Use a brighter colour to highlight contingencies
  • Implement quick deposit

Sky Bet

Sky Bet’s betslip is clearly visible on all devices and provides a great overview of the selections placed. When clicked on each selection, a pop up appears with more detailed information about the event and the selected market, which is useful for the customer.

However, to place a bet, the customer needs to take at least one extra step to go onto the event page and go through different betting options. Each market is hidden under a dropdown menu which adds extra time to this process. This journey isn’t as seamless or quick compared to other operators where users can make selections directly from the homepage.

Pros

  • Betslip is easily accessible from different pages, apart from My Account
  • Easy to make a single and multiple selection, as well as placing multiple bets on a single event
  • Displays information about multiples, selected events, stakes, odds and potential returns from each bet
  • Betslip uses an appropriate keyboard for stake entry for desktop and mobile devices
  • EW and SP can be selected from the betslip
  • Suspensions and price changes are highlighted
  • Displays how much the user is required to top up and prompts to make a deposit
  • Bet confirmation includes retained selections, cash out, streaming services and the user can easily  place another bet from the betslip

Cons

  • The user can’t place a bet directly from the homepage, but needs to go into the event/market page, which adds extra time this this process
  • No quick stakes on mobile, so stake entry is manual
  • Doesn’t calculate total potential returns, so the customer needs to do all the calculations themselves
  • EW terms not shown, which isn’t very informative
  • Users don’t get informed about any contingencies
  • The betslip doesn’t offer links to other related services (statistics or commentary) although they’re available on the event page

Recommendations

  • Enable users to place bets directly from the homepage for quicker conversion
  • Display contingencies clearly
  • Offer links to extra services, such as commentary or event statistics whenever available

Unibet

Unibet’s betslip is fairly consistent across different channels. It pops up upon making the first selection and can be minimised or pinned to remain on the page. However, on mobile, the betslip comes out from the bottom and populates the entire screen as more selections are made. This can be distracting if the customer doesn’t realise it can be minimised. The betslip doesn’t use quick stakes, which would be very useful for mobile customers to speed up the betting process.

Pros

  • Betslip is easily accessible from different pages
  • Easy to make a single and multiple selection
  • Displays information about selected events, stakes, odds and potential returns - uses an EU style display with separate tabs for single, combination and multiple bets
  • Betslip uses an appropriate keyboard for stake entry for desktop and mobile devices
  • EW and SP can be selected from the betslip
  • EW terms are clear
  • Suspensions, contingencies and price changes are highlighted
  • The user is informed if there are insufficient funds and is prompted to make a deposit
  • Bet confirmation is clear, includes cash out, retained selections and is easy to place another bet from

Cons

  • No quick stakes, so the opportunity to make this process quicker and increase spend is missed
  • SP needs to be selected on the main page, not from the betslip
  • The betslip doesn’t offer streaming or any other related services (stats or commentary)

Recommendations

  • Add streaming services where available
  • Offer quick stakes
  • Add SP selection to the betslip
  • Ensure that the betslip can be hidden more efficiently so it doesn’t take up the entire screen when not needed

William Hill

Wlliam Hill’s betslip is consistent across desktop and mobile, is easily accessible from a number of pages and provides a good overview of different selections. Any event changes are highlighted with arrows to keep the customer informed.

The mobile uses a custom keyboard for stake entry with quick stakes, however the colour for quick stake buttons looks like the feature is disabled. It would be better to use a brighter option.

Pros

  • Betslip is easily accessible from different pages
  • Easy to make a single and multiple selection
  • Displays information about selected events, stakes, odds and potential returns
  • Betslip uses an appropriate keyboard for stake entry for desktop and mobile devices
  • EW and SP can be selected from the betslip
  • EW terms are clear
  • Suspensions and price changes are highlighted
  • The user is informed if there are insufficient funds and is prompted to make a deposit
  • Bet confirmation includes retained selections and is easy to place another bet from

Cons

  • No quick stakes on desktop devices and the mobile version looks like the feature is disabled
  • Users don’t get informed about any contingencies
  • The betslip doesn’t offer streaming or any other related services (stats or commentary)
  • The bet confirmation doesn’t include cash out or streaming options

Recommendations

  • Use currencies on prices on mobile to make it clearer to the customer
  • Display contingencies clearly
  • Add cash out and streaming services where available
  • Optimise quick stakes

To see the full leaderboard and results of how these operators scored against each other, please enter your details below.


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