UK National Lottery operator Camelot UK Lotteries has partnered customer experience optimisation specialist Maxymiser to enhance user experience across its online websites.

Through the partnership, Camelot will run a series of optimisation campaigns with Maxymiser, looking to improve user experience for its 7m registered players.

These will be the first optimisation campaigns to be launched by Camelot, using Maxymiser’s Visual Campaign Builder tool.

“We are extremely impressed with Maxymiser – the quality of the output from the optimisation campaigns is really exceptional, and the testing process is particularly thorough and secure,” Camelot’s senior optimisation manager Selina Chang said. “The team themselves are very agile and responsive to our requirements; they understand what they are doing and always maintain patience and professionalism.”

“We are aiming to use the guidance and expertise of the Maxymiser team to prove our hypotheses surrounding user experience, design and layout,” she explained.

Chang said that the launch last September of its major new online and mobile platform had transformed the way players interact with National Lottery games across all devices, particularly mobile and tablet.

"We’re continuing to invest in this regard, so want to make sure that the National Lottery website is in the best position it can be to support that investment," she said.

A key area of concentration will be the site’s online registration process. Chang said that a lot of the site’s online visitors do not have an account with Camelot, and use the site for checking results or getting general information on the lottery.

“This makes it more difficult for us to understand who these visitors are and how we can best meet their needs,” she said. “By optimising the online registration journey through a series of campaigns with Maxymiser, we are hoping to make the process of creating an account easier for the visitor, while maintaining the rigorous processes we must meet to ensure our players are eligible to play.”

Camelot will also work on optimisation campaigns across multiple platforms as players shift to mobile.

“It’s important that we respond to the changes we are seeing in the way that our visitors play. As more visitors are playing via mobile and tablet, we need to reflect this by improving the experience across all platforms," said Chang.

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