Streamlining a mobile first e-commerce process


Nederlandse Loterij




9 months

Digital branding, high conversion rates, and a seamless customer journey

As one of the seven Nederlandse Loterij brands, EuroJackpot is fast growing with a large number of online players. With a high weekly jackpot and a low buy-in ration, the brand shows enormous potential for further growth. To help the brand mobilise on its ambitions, WORTH designed and developed the new EuroJackpot website. This included a digital revision of the brand identity, total refinement of the customer journey, as well as implementing a new technology stack which streamlined the system architecture while also serving as a solid technical foundation for the other lottery brands. WORTH made this possible by embedding an agile approach with user experience designers and software engineers working closely to align design, and directly implement feedback from testing with the digital build process.

WORTH worked together with various parts of the business and their stakeholders to focus on customer needs, resulting in a mobile-first web experience that ensures a smooth journey and high conversion rates on mobile devices. To achieve this, WORTH chose to focus the online channel specifically on conversion and direct sales, leaving other aspects such as marketing and brand- awareness to other channels such as TV and radio commercials. This enabled the team to create a highly performing online sales funnel that initially was so effective that - after thorough user- testing - additional friction had to be added to make customers more aware that an actual transaction was taking place. In addition with the flexibility WORTH built into the application, the lottery can now adjust how the different parts of the order process work, and improve conversions even further on a week-by-week basis.

We made the choice early on to orchestrate the online channel purely on conversion and sales. That focus became the strength of the project and is tangible in the application itself: effortless user flows, very little distraction and of course a very high conversion rate.”

Sander, UX Designer


  • Enhancing performance and weekly turnover

    Since going live, conversion rates have increased remarkably; not only the number of weekly transactions increased significantly, also the transaction value shows a huge improvement.

  • Maintaining customer attention

    Bounce ratio on the most important landing page was reduced by half because of a more smooth, streamlined experience.

  • Designing with users at the core

    Customer buying behaviour has changed due to new interaction patterns and by designing and developing mobile first, page load times have been cut in half.

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