TRAFFIC
● Present deals and offers in the right way Many users are bonus hunters who try to find the biggest or most generous offer — but it ’ s not just about the offer itself . The way a bonus is presented can make a huge difference to whether people convert . Should it be shown as a monetary value , a multiplier or a percentage ? Do your users react better to a no-deposit bonus , a large matched bonus or free spins ? By finding the most compelling presentation , you can increase the conversion rate ( see Figure 2 ).
● Use psychology and behavioural economics to influence users Whether it ’ s a limited-time offer , a careful placement of an alternative casino or psychological persuasion techniques , these can make a massive difference to conversion rates and revenue . One affiliate tested a limited-time offer , giving a user just 30 seconds to take it up . Despite the only change to the site being the addition of a 30-second countdown , a significant number of users felt compelled to take up the offer because of the sense of urgency and the fear of missing out .
● Test different offers and operators and measure revenue impact By setting up your testing tool and tracking correctly , you can measure right through to lifetime value and revenue , giving you the opportunity to identify the best operators to promote on your site . Does Operator A convert better for your users but have a lower value than Operator B ? By testing different combinations of offers and operators in different areas of the site , you can significantly increase revenue .
● Help the user with the signup experience Although you can ’ t control the user ’ s experience once they ’ ve clicked out , careful wording and approaches on your site can significantly increase signup rates . Making sure your messaging matches the landing page and preparing them for the steps they need to take can make a big difference to the number of users who actually sign up and start playing .
● Upsell users to higher-paying operators One very successful test for a hosting affiliate upsold users to a different provider , which offered better payouts . Instead of directing the user straight to the provider , it offered a choice between the host they clicked and the host with the best commission . By showing the competitive benefits of that host , it managed to move many of those clicks from the lowerpaying provider to the higher-paying one , significantly increasing revenue .
Getting started It ’ s easy to get started with testing , although carrying out detailed research and creating great tests needs an investment of time . For any affiliate considering getting into CRO , you ’ ll need :
● Traffic — a good starting point is around 100,000 visitors / 1,000 clicks per month
● Testing tool — Convert . com is a great starting point and is cheaper and more effective than some of the betterknown tools
● Knowledge about what stops your users converting — tools such as Hotjar and WhatUsersDo are a useful starting point . However , having someone who knows how to use these tools well is vital
●Test concepts — these shouldn ’ t be random ideas . Take the data you ’ ve gathered about your visitors and use it to change the site in a way that overcomes their issues
●A designer / developer — although testing tools let you make basic changes yourself , any reasonably large change will require some time from a great UX designer and front-end developer
What next ? Modern research and testing tools make it simple to start testing with just a couple of lines of code on your site . Whether you choose to do it yourself , hire a specialist or work with a CRO agency who can handle the whole process , it ’ s no longer an area that affiliates can ignore . While you aren ’ t testing , your competitors will be .
Figure 2 : The same bonus can be presented in several ways . Testing which is most effective with your visitors can increase clicks and revenue
NAME : DAVE GOWANS WHEN : 2 NOVEMBER @ 14:30 WHERE : ROOM 1
A world-leading expert in conversion optimisation , DAVE GOWANS has spent the last six years delivering huge website revenue increases for over 50 companies , including Sportingbet , Betsson and Orange Group . An expert in the affi liate and gaming industries he has worked with some of the world ' s leading affi liate sites and increased conversion rates for some of the world ' s leading casinos .
10 iGB Affiliate Issue 65 OCT / NOV 2017