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