TRAFFIC
MAXIMISING ACQUISITION
THROUGH LANDING PAGES
Rowan Kleij and Roy Coughlan of The Media Image bring us the latest insights on landing page design
and optimisation, highlighting what you should be focusing on in 2016 in order to make the most of the
traffic being driven to your website.
IN AN INCREASINGLY competitive
space such as iGaming, the importance
of customised PPC landing pages cannot
be emphasised strongly enough. Having
compelling ads and keywords in dominant
positions in the SERPs will only go so far
if you are driving traffic to an inadequate
landing page.
In order to implement a successful
landing-page strategy, it is important to
think about what the customer is really
looking for, using the search query as the
primary signal of intent. This becomes
more complex with the varying categories
and markets; for example, do you decide to
drive traffic for a generic football query to a
Champions League-specific offer page or a
Premier League one, or include both offers
on one page?
More often than not, the promoted
offer will be a key factor in new player
acquisition, and as such should be clearly
communicated. Furthermore, it is also
important to explain the terms and
conditions of the offer in order to avoid
resentment at a later stage.
We have highlighted various aspects
around landing pages one should consider
in order to get the most out of the traffic
you are driving to your site.
Figure 1: Optimised desktop landing page
Figure 2: How people use their phones
Design
Once the customer has clicked on your ad
and shown initial interest, the design of
the landing page you are driving traffic will
more often than not be the deciding factor
whether the user signs up or drops off. It is
important to stress that the customer will
likely make a decision about your landing
page in a split second. As such, ensuring all
the elements come together in an organic
way will improve your chances of making a
great first impression to your audience.
The desktop landing page in Figure 1
employs a strong contrast between the
Source: uxmatters.com
corporate colours and the most important
aspects, namely the acquisition offer and
the CTA button. Moreover, all the key
information is above the fold. There is very
little to detract the user and there is no
convoluted sign-up process, which would
negatively impact conversion rates. With
888 being a recognised brand in the UK,
the brand colours and consistency with the
TV adverts creates a sense of authenticity
and trust, which can also contribute to the
success of the user journey.
Mobile landing pages
With mobile usage increasing rapidly yearon-year and desktop growth decelerating,
making sure your iGaming landing pages
are optimised for mobile is essential. There
are several mobile specific aspects that must
now be considered.
iGB Affiliate Issue 55 FEB/MAR 2016
21