In the online gaming industry, we work very hard to get that first click to our app, website or landing page – ideally, once customers are over the hurdle of the initial click they quickly convert into depositing players.Unfortunately, when your link’s call-to-action (CTA) doesn’t match the place your customers land, user trust decreases drastically, ultimately undermining the positive brand experience and leading to lower conversion rates. To avoid this problem and meet the customer expectations every time, you’ll need unique landing pages for each marketing audience based on the CTA they clicked to get to your site.
Wait – What is a Landing Page?
A landing page is simply any page on your website upon which visitors can arrive (or ‘land’). Most often we use homepages, or sometimes a “contact us” form or specific article on our blog as a landing page.
A landing page does not have to be part of your sitemap; it can be a unique page created for a specific promotion. When you use a unique page, you can guide your customer journey to a specific page that leads the player to “act” in a specific manner – in the iGaming industry, this action is most often to play a game or make a deposit.
Landing pages with specialised content and specific goals lead to stronger conversion rates. By keeping the following guidelines in mind, you’ll be well on your way to constructing an effective landing page.
Landing Pages Design Must Haves:
Attractive offers and bonuses will certainly grab a player’s attention, especially when it’s tailored to them. Focus on the promotional activity that led the player to click on the link in the first place, or, if your brand is highly recognisable, lead with the brand name.
For example, a common free bonus promotion will click through to a landing page with a headline like: Deposit £5 and get £10 FREE
Clarity and focus
Players make split-second decisions on whether they’ll click on a link or close the window. A landing page with a clear design and call-to-action (CTA) helps your future customer know what action to take. Use an anchor image to link to the key message and CTA. A landing page that has icons for 100 different games, for example, can be overwhelming to players. Instead, focus the images on the top 2-3 games in a specific vertical, based on the banner ad that the player clicked to get onto the site initially. Make your customer journey short and clear by having a single, clear CTA with limited sign up requirements.
Your players are active on multiple devices and platforms, so multi-platform targeting is a must. Make sure your creatives and landing pages are working for you – by optimising to fit the characteristics of your user. Are they in Spain on their iPhone 6S in a chrome browser with Spanish language settings? Ensure your landing page renders in a way that it makes it clear and easy for your user to take that next step.
With hundreds of options to customise both your creative and landing page, it is important to measure what’s working and what’s not. Make it easy by implementing A/B testing within your affiliate platform to test based on geo-location, device, and even time of day. Have the optimal combination of landing page and creative display based on conversions, so that your marketing dollars are invested to deliver the greatest return.
How can you use the Income Access software to optimise your landing pages for conversion success? Get in touch with us, we’d love to help.