Case study: ETX Capital
Globalising financial trading
It’s always nice to be asked back by a long standing client to work on a new project, and we were chuffed to bits when ETX Capital tasked us with our biggest project for them to date - bringing their UK site and a variety of other sites spanning 8 languages together - creating one centralised and standardised site. It pushed us to balance existing and new technologies; turn the complex into the comprehensible; whilst bringing it into a new era and upholding their reputation as a trustworthy financial business. All in the space of 3 months.
Germany: The 1st step to going global
Having worked with ETX Capital on an ongoing basis, we were first port of call when they started to focus on new markets around the world. Their initial global offering was to Germany, in 2011. This was the first time they really moved away from a UK focused site and was the first step towards globalisation.
Have the key language as German so you can tailor it in ads and for SEO
Adhere to the business rules and laws about betting in Germany
Display the EURO as the key depositing currency
Integrate a separate German specific ID service provider to run different ID checks to the UK site (which is based on UK postcodes and wouldn’t work in Germany)
2011's websites for the UK and Germany
Reviewing legacy code
When the German site was introduced we undertook a code review, as a lot of legacy code still existed within the current website at that time.
“We had to review what we had, what needed to be brought over to the new site and what could be dropped entirely. We needed to streamline it because you want the code to be simple as possible. Fortunately, this project coincided with me joining Pretty so I could look at it with fresh eyes"
“We needed to anticipate future needs without making the present situation more complicated…. which can lead to over engineering”
"When we introduced Germany, we introduced configuration management as a way of managing all the variables and everything that can change on a website."
“…all the web servers report back to one central place and it shows you where the error is exactly and you can cross reference it with the other sites.”
Updating to new technologies
ETX Capital's new structure
Uniting ETX’s global sites
“Initially they were talking to people who were 'in-the-know' day traders and now they’re talking to average Joe's who fancy trying their hand at financial trading. That’s a big branding change and that understanding of spread betting is being trickled down to other places around the world.”
Creating a standardised global site was a 3 month project we undertook. We not only brought together all of the websites we had built so far, but we redesigned the centralised site to make the branding more sales-led, appealing to the new influx of users. We spent a lot of time taking into account cultural considerations across the different markets ETX Capital were emerging into.
ETX Capital's new platforms
This platform is for traders who want fast trading on unique markets. The platform offers high profits with a limited risk - where only your stake is at risk. It’s mobile and tablet friendly with charts and timers to show a quick overview.
ETX Trader is designed to help traders familiarise themselves with spread betting. Traders have mo minimum deposit and offers the assurance of fixed spreads, minimising risk whilst getting access to the most popular markets. This platform is fully mobile compatible.
ETX Trader Pro
This platform offers more advanced options such as advanced charts and a fully customisable dashboard. Traders get access to variable spreads and an extensive list of markets. It’s ideal for traders who want to use trailing stops, orders, alerts and need customisability and access via mobile or tablet.
ETX MT4 offers automated trading via Expert Advisors (EAs) so trading can happen even when away from the MT4 platform and users can automate parts of their trading. This platform has built in indicators and allows users to monitor open positions and key markets easily.
“Integrating with their existing systems was key to minimising disruption to the business and to develop a site which was easy for their staff to understand and use.”
“…we had to bring a variety of security elements together… it reduces ETX’s risk to identity fraud”
Deploying the new site was a challenge in itself. Catering for a wide variety of countries and timezones, there was no ‘ideal time’ to implement the changeover from the existing sites to the new site.
“It was mission critical… once ETX Capital had agreed that a Friday night, GMT, was the best time to deploy, we were set to go.”
A standardised, yet complex, global trading platform
Within a 3 month timeframe we delivered a rebranded centralised global site which serves eight languages and multiple countries around the world, and the potential to scale and expand as ETX Capital grows. We’ve had great feedback from ETX Capital not only on the new site but also the fast changeover - as there was minimal disruption to the business. It was a really great project for us to get our teeth stuck into as there were so many elements to consider - and we’re proud of the result and the fact that we’ve further strengthened our relationship with one of our most long standing clients.