Raffolux Case Study

Raffolux is the UK’s best competition site to win cars, tech, cash and more. With more than 5000 winners a week, there are lots of opportunities to win prizes. Players can easily play online, putting a modern twist on the age-old raffle. Raffolux also provide the option to users to support a charity of their choice every time they play.

Whilst they had some good traffic on their site, Raffolux wanted to increase the number of general purchases, the average order value and the number of registrations.

Facebook ads are a key driver of new traffic to Raffolux’s website. After following the link from the advert, users are taken directly to the raffle Product Detail Page (PDP).

However, it was identified that a problem with this was that when visitors were coming to the site from Facebook, they didn’t necessarily trust the site, a common problem in the gaming industry. Despite Trustpilot reviews on the homepage, they were not on PDP (where users were directed to), so there was an assumption that users did not trust the reliability of the website.

Raffolux also had a process that allowed unregistered users to add items to the cart, and then they were redirected to the PDP. A message was displayed to inform users that their entry had been successfully added to their basket, but they remained on the PDP.

A test was run in Webtrends Optimize to ease users’ concerns using Trustpilot reviews. The Trustpilot score and link to the site were displayed at the top of the PDP, so users could easily see that other people had successfully purchased from the site. This test utilised social proofing techniques to demonstrate that real users use this site, and it’s not a scam.

Secondly, after some research, a more streamlined approach to the registration process was deemed to be better. This eliminated the number of steps that users had to take complete their purchase.

The addition of the Trustpilot reviews on the PDP had a very positive result, delivering a 20.38% uplift in the total number of tickets purchased.

Redirecting new users to their basket after completing registration also had a positive uplift, with a 19.16% uplift in purchases per user, and a 32.7% uplift in revenue per user.