Websites, Portals & eCommerce

Online bookmakers are relying on attracting new audiences previously excluded to some degree or other from the traditional betting shop. With this in mind it is imperative that there is a deep understanding of what these audiences require from an online bookmaker.

With so many companies claiming to build usable sites, how do you separate the wheat from the chaff? The simplest method is to ignore what they want to tell you, and ask specific questions designed to determine exactly what they know and how they would go about the work.

Search engine optimisation now involves two basic challenges - attracting visitors and links from other sites. High quality sites providing valuable content are almost inevitably gravitating towards the top of most search results tables.

Online branding is fundamentally about the direct experience that the user enjoys. Whilst much offline branding and advertising is about creating a 'feeling' about a certain product or service, usually though advertising and sponsorship, in the online environment the website IS the product or service.

A key concept in understanding the value of usability is often called the ‘conversion rate’. Conversion rates are usually low. What is particularly relevant in the context of usability is the huge benefits that a small change in the rate can offer.