iGaming is one of the largest global markets today with nearly $100bn according to Statista.There are many affiliate marketers working here looking to optimise campaigns to maximise conversion rate (CR). In simple words, CR is the ratio of the total number of visitors to your blog or landing page to the number of those who performed a targeted action, such as registering with the platform and making a deposit.
The higher the CR, the higher the effectiveness of your campaign and the more money you will earn from the iGaming products promoted accordingly. As iGaming continues to be a sensitive area, many marketing materials and techniques are not allowed to be used here or do not bring results. To compete on an equal footing with strong market players, you need to implement the best conversion rate optimisation techniques described in this article.
Probably you are primarily looking for an answer to the question ‘What does CRO stand for?’. So, let's start with the conversion rate optimization definition. It's all about increasing the number of visitors to your website, blog or social media profile who perform a targeted action. In the marketers' lexicon, turning a visitor into a paying customer is a conversion.
While conversions are the primary goal of marketers, the term can mean different things depending on what the objectives are. Here are some examples of conversion actions in digital marketing:
· Signing up on a promoted platform with providing some personal information.
· Subscribing to updates and notifications via email.
· Downloading content to a user's device, such as getting the iGaming platform's app.
· Funding an account for some specific amount and so on.
All these actions - if performed by visitors - affect KPIs, thus bringing value to your campaign and financial benefit to you as a marketer.
iGaming is a rapidly growing market with thousands of new users appearing daily. However, it is extremely difficult for marketers to retain them and turn them into loyal customers of promoted gaming/betting platforms. Simply directing - often low-quality - traffic to the platforms is no longer fruitful. This is where CRO enters the scene as a strategy focusing on existing visitors to maximise value from them.
Firstly, CRO allows marketers to save money on advertising campaigns that don't work too effectively and are expensive today. Secondly, this strategy helps operators improve iGaming platforms to boost the satisfaction of returning players. It works as follows:
· Researching the target audience and their needs.
· Developing marketing materials capable of attracting and engaging customers.
· Analysing data through A/B testing and performance monitoring.
A CRO approach can benefit a business operating in any field, especially in iGaming where competition has reached extraordinary levels. With this strategy, you will add value from existing customers, improve user experience, increase the appeal of the products and brand you are promoting, and boost your revenue.
Before developing a CRO strategy, you need to find out what factors encourage players to choose a particular platform and place bets or play slots. Below are the two main components you should look at to achieve success with your iGaming marketing campaigns.
There are a huge number of online casinos and sports betting platforms today. And that's why an average player can easily reject your promoted product in favour of a competitor's in case they don't like something, for example, slow game loading or poor navigation. Therefore, a good user experience is the basis of a successful CRO strategy for the highly competitive iGaming sphere.
The platform operator should work hard to make registration, deposit, selection of games and betting options as easy as possible. Every clickable element - either a button or a field - should guide a player to the next step and conversion. Therefore, try to eliminate issues such as an interface that is too cluttered with elements or a complicated registration process so as not to scare away potential customers.
Since online sports betting can be quite complex even for players with some betting experience, CRO to promote bookies requires a special approach. Try to eliminate problems common to most competitors, such as a too-confusing betting interface or incompatibility with mobile devices. Also, you can offer additional benefits in the form of bonuses with higher odds and easy wagering requirements to give new and existing players a great incentive for conversions.
Despite the trend towards legalisation of iGaming in many countries, this area is still perceived ambiguously by many people. Therefore, you as a marketer should focus on organic traffic instead of paid advertising, testing your campaigns and their personalisation on a regular basis.
Do you think that just setting up and running a campaign is enough to get conversions and profits? Marketing is not a get-rich-quick scheme, even when you utilise CRO for iGaming. Test different layouts of interface elements, landings, messages to users and other things to find the ones that work best. Also, analyse the interests and behavioural characteristics of existing players to develop personalised offers for them.
As you may know, SEO is about optimising your website and content to get higher positions in search engine results. Since paid advertising in iGaming does not work very well, focus your efforts on attracting targeted organic traffic from search engines. Optimise your site or blog for specific search queries relevant to what you are promoting and create content that provides value to your target audience and helps solve their problems.
As a marketer working in the gambling and betting verticals, from time to time you will be dealing with offers targeting markets with complex rules regarding iGaming regulation. In addition, some operators have been slow to optimise their platforms and content for mobile devices even though mobile traffic has been growing exponentially in recent times as evidenced by Statista data. To make your CRO strategy work effectively, try to eliminate the problems described below.
Take a look at the trends in mobile iGaming in the table and you will understand the importance of mobile optimisation.
Keep in mind that mobile CRO optimisation today goes far beyond just creating a responsive design. The best mobile-friendly iGaming platforms offer fast loading speeds, easy navigation and stable performance even at low mobile data rates.
Along with this, the security of user data is becoming more and more important these days. Add clear security acknowledgements and brief explanations of security compliance to mobile sites and apps to increase user trust.
Due to the nature of iGaming, you are not allowed to tell untrue success stories and show big bundles of money to attract users. Today, there are strong legal restrictions preventing marketers from using aggressive strategies and manipulating users. Instead of promoting the idea of easy wins for your instant profit, focus on transparent and respectful marketing and a strategy to build long-term loyalty.
How do you know that your conversion rate optimization efforts are really paying off? You can't do without specialised tools and metrics. Thanks to the technological advances of recent years, you can now access powerful analytical resources and solutions to assess user behaviour and create tailored strategies.
Are users leaving the platform at the registration stage? Most likely, this indicates the complexity and confusion of the registration process for a new player. By utilising the powerful tools offered by Google Analytics and similar solutions, you can track key metrics such as conversion rates by different segments, average session length, bounce rate and other important things. By identifying bottlenecks and eliminating them, you can significantly improve the conversion rate.
Imagine being able to find out what your visitors are thinking. There is a heatmap tool enabling you to find out how a user behaves on a particular page of a website. By collecting data on player behaviour, you'll be able to identify problematic areas in marketing funnels and fix them quickly. By optimising the positioning of CTAs and other important elements, you will enhance the effect of each click and minimise the loss of potential customers.
Just a few years ago, artificial intelligence and machine learning were not in high demand as they were in their infancy. However, now personalisation with AI has become an integral part of CRO in iGaming and other areas. By incorporating AI and ML solutions, you can predict and shape the behaviour of users making their interaction with the platform more lively and engaging.
Recently, multimedia and social features integrated by many iGaming operators have also gained momentum. As the demands and expectations of today's players are becoming greater and greater, you should incorporate into your CRO strategies the ability to communicate, share strategies with other players and receive unique content. By adding live chats, streaming and virtual reality support, you'll be a step ahead of the competition with the highest CR.
User experience (convenience, loading speed, easy access to important information, and much more) is the heart of any CRO strategy, directly influencing whether a user stays on the promoted platform or leaves for a competitor.
iGaming is an industry known for its high level of competition, strict regulations and specific player behaviour. Therefore, it requires a special approach aimed at attracting users and keeping them engaged.
While some elements of landings and pages of an iGaming site lead to a high number of registrations and deposits, others repel potential users. A/B testing is one of the best tools to identify things that work well and those that hinder conversions.
Modern players prefer personalised offers tailored to their wishes and requirements. For example, by offering free spins packages for slot enthusiasts instead of more generic bonuses, you can increase engagement and encourage them to deposit.
Today you have various tools including heatmaps available to you to find problematic page elements that cause visitors to lose interest and leave the promoted platform prematurely without registering or making a deposit.
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