We love getting to know all of our community members and each month we want to highlight one of our top users for continuing to ask and answer questions, and for staying actively engaged.
This month we’re excited to introduce Ryan Camilleri, from Betsson Group, who believes anything is possible in experimentation; it all just boils down to the amount of complexity vs time to implement. As Occam razor puts it "the simplest explanation is usually the correct one".
Ryan shares more about his job at Betsson Group, and what experimentation means to their company and could potentially mean to you too (if anyone is looking for a new job-See below). In his spare time you’re most likely to find him in a garage, flipping through auto magazines or working on his cars. Learn more about Ryan and his experience and don’t forget to congratulate him!
Where are you located?
Malta, a small country located just below the southernmost tip of Italy.
What is your job title?
Tell us more about Betsson Group.
We are in the iGaming business, a group of around 20 brands catering for markets in Europe, Central Asia and South America. We innovate, we reinvent and we keep moving so we continue to delight our customers. There is never a dull moment especially since we are incredibly diverse. The company is made up of more than 1,800 people from 48 nationalities, operating from seven key locations – who are all pulling together to create next generation customer experience designed to take us to the next level.
What does “experimentation” mean at Betsson Group?
To research, design and implement an efficient way to improve the customer’s experience and increase our revenue in various sectors.
What is the best thing about doing experimentation at Betsson Group?
It’s the combination of working for various brands, markets and types of customers. The progress rate is remarkable in the amount of tests we can create when we find the right “recipe”. Being part of a large team has its benefits for quick turn-arounds from the initial idea to actual implementation. Not to mention the brainstorming sessions where we come up with cool innovative ideas to test that are usually backed up by actual figures from our analyst.
What size is the experimentation team at Betsson Group?
We are 9 in the team and looking for a 10th (Global Optimisation CRO Manager anyone?) …. 3 front end developers, 2 analysts, 2 UX designers, project manager and our Head of department.
What is one of the biggest experiment wins Betsson Group has seen?
We have created an experiment targeted for users who just registered on our site. This experiment showed an overlay of the user’s progress and steps towards a successful transaction, compared to the original that just redirected them to the homepage. This specific experiment improved conversion by a whopping 30%.
What’s one thing you would change about Optimizely?
I won’t say changing, it’s more like making it more convenient to use especially when it comes to the results page. For example, although it’s not ideal practice we might be running a time-sensitive experiment and fix something midway and it would be beneficial if we can filter results by time to make sure our fix is working.
Share an interesting tidbit about yourself (doesn’t have to be work related) At Optimizely we have a tradition of all new hires sharing a fun fact about themselves. What’s a fun fact about you?
Out of my usual role behind the monitor and keyboard you’ll find me in the garage with my cars. Either flipping through car magazines, manuals to dismantling and retrofitting parts on any of my cars. More about that here.
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