iGB Affiliate 55 Feb/Mar - Page 25

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