Sporting Index simplifies cash-out in website overhaul

Sporting Index has simplified the option for users to close out open bets while also introducing a raft of new features as part of a major website redesign aimed at speeding up customer navigation.

The new site, which is currently in beta ahead of a full launch next month, has re-packaged its cash-out functionality, which was an integral feature of spread betting long before it was adopted by the fixed-odds industry.

In response to how cash-out is presented by sportsbooks, Sporting Index customers are now offered an on-screen sliding scale of cash-out options, ranging from partial close trades to full cash-out, which the firm said should make the process more accessible and intuitive.

And following customer feedback, the new site has also improved its market filters, enabling bettors to select their preferred markets with one click of the button via the homepage and added a quick deposit option.

Research for the new site began last summer, with the firm spending time looking at customer journey analytics and reviewing best practice from other online industries. Development work got underway at the start of the year.

“Ultimately there’s no one single right way to present online content to a customer,” Paul Turner, Sporting Index head of marketing, told eGaming Review.

“An underlying trend is that customers want to find their bets of interest as quickly and easily as possible, and once they have placed a bet they want to manage their bets in a clear, simple and quick way.

“A lot of focus has therefore been given to site navigation, content presentation, establishing favourites, developing market filters and clearly presenting partial and full cash out options,” he added.

Sporting Index, which was recently acquired by gaming entrepreneur Magnus Hedman, said the overhaul would enable the firm to continually make site enhancements and also hinted at “some very exciting developments still to come” in addition to mobile web and app updates.