Victoarian Bookmakers Association

Our aim was to make life easier for punters, bookmakers, and admin alike, while boosting VBA’s user traffic, converted leads, sign-ups, and digitising the association’s member management system.

Improved User Experience and User Interface via a Mobile Responsive Website

We immediately set out to redesign VBA’s old website into a mobile responsive website with much improved UX/UI. Our team researched the competition, and after thorough analysis of the online bookmaker industry’s thoroughbreds, we implemented the look and feel of a contemporary betting website. We then used progressive technologies to develop a faster online experience accessible on all desktop, tablet, and mobile devices.

A Clean Easy-to-Use Layout for Boosting Organic Engagement

With improved user engagement, design, SEO optimisation, and a boost in sign-ups as our major goals, we designed with space, clarity, and efficiency in mind. This meant users would now be able to quickly search for and access bookmakers and races in real-time, with the ability to filter by bookies or by dates.

We added a search function to ensure users could easily get in touch with bookmakers, as well as making it simple to place bets. Direct links to all three types of bookmakers were included to increase traffic from the VBA website to individual bookmakers, both off-line and online. We then made room in the User Interface (UI) design for ad spaces and banner ads, which would function as sales revenue funnels once the site became more popular. These ads provided greater exposure for bookmakers, subsequently generating more income and revenue for the association.

It was now time to address the user experience issues discovered in the backend of the website. Infusion121™ designed and developed a CMS that was easy to navigate. Improved UX enabled the admin team to easily manage all the bookmakers and their associated profiles, as well as managing ring layouts, resources, and upcoming races. Next, we designed a custom web form to allow bookmakers to register their profile information to then display on the website. This tied into a custom profile system designed to promote on-site bookmakers. Together with featured display banner ads, promotion of the VBA was the goal, with an increase in revenue being the strategised outcome. Real-time integration with Racing Victoria’s live data server allowed the VBA to display all upcoming races on the website. Each time new data for an upcoming race became available, it would automatically update on the VBA website.