About Lotto NZ:
Lotto New Zealand was established in 1987 and employs approximately 120 staff based in Auckland, Wellington and Christchurch. Alongside Lotto, their other games are Lotto Powerball, Lotto Strike, Big Wednesday, Bullseye, Instant Kiwi and Keno.
Lotto NZ has a lot of traffic going to the website. However, most of these visitors are going to the site to check out the results from the draws. Catchi was approached to help the Lotto team to increase the online ticket sales and the number of visitors signing up for a MyLotto online account.
“Significant value to Lotto NZ”
Using Optimizely we then ran a series of Website Conversion Optimisation tests over a 6 months period increasing the site’s overall conversion rates for both online sales and account signups. The Keno test for example resulted in a 16.8% increase in online Keno ticket sales. The Control is pictured on the left and the winning Variation on the right:
Below is an overview of the results of this Keno Conversion Rate Optimisation test: