iGB Affiliate 55 Feb/Mar - Page 26

TRAFFIC ●●Ergonomics Human ergonomics are an oftoverlooked aspect of designing a strong mobile landing page. More specifically, little thought is given to how users hold their phones. According to uxmatters. com, this is broadly split into one handed (49%), supported (26%) and two handed (15%), as depicted in Figure 2. This has implications for landing-page design, because it means that there are certain areas of the screen which are harder or less intuitive for users to reach than others. As the overwhelming majority of people are right handed and hold their phone with one hand, content placed in the top left portion of the screen will be less likely to get clicked on. As such, the “sweet spot” for a call to action for a mobile optimised landing page is likely to be in the centre, or slightly to the right of the screen. ●●Speed Speed should be a key priority when creating mobile landing pages. According to Google’s Webmaster Central Blog (April 2015), the biggest annoyance for mobile users is waiting for slow pages to load (46%), followed by being shown interstitials (16%). To compound this, a one-second delay can be equated to an approximate 4% decrease in conversation rate (Mobile Commerce Daily, KISSMetrics). Trends Although each of the top iGaming operators approach landing-page strategy their own way, there are several trends that stand out. Nearly all sportsbook and gaming sites will lead with their respective new customer offer. This is their opportunity to incentivise the customer and increase conversion. Usually a sign-up bonus, for example “Bet £10 and Get £30 Free”, this is displayed prominently on the landing page, often in the centre and above the fold, and always in close proximity to the sign up button. Affiliates and aggregators usually have a longer funnel, so the make-up of the page is different to the operators’. These landing pages will depend on the information given to them by the operators, and they will have little control over this. These pages are often built quickly and not much attention is paid to the search query as compared to the positioning of the operators’ query. Certain operators educate potential users 22 iGB Affiliate Issue 55 FEB/MAR 2016 on how to use the site through carousels on the landing page, which explain where to find the odds and how to fill in the bet slip. This can help entice new customers and first timers who are new to gambling and familiarise them with the site. One of the top bookmakers in the UK has been trialling static versus dynamic landing pages. Dynamic landing pages are hit or miss, and while they can drive conversions, in other instances this might be detrimental, as from a PPC perspective this can decrease quality score. Advertising platforms do not always respond well to flash and dynamic imagery, and if these are slow and lag this could deter potential customers, especially those on mobile devices (which count for over 55% of traffic). Despite these trends, some of the most prominent bookmakers currently still drive sport specific searches to their homepage or their market pages, and as such have a huge opportunity to increase their acquisition efficiency in the future. Testing In the highly saturated iGaming space, gaining as much information as possible on landing page determinants can really give you the edge over your competitors. Testing landing pages and their various elements becomes extremely important in determining what works best in the pursuit of driving acquisition. It is especially important for smaller operators who wish to gain position in the market quickly. Various tests can be conducted, including the following: ●●A/B split testing landing pages vs market pages In most instances, landing pages that are customised to the search term drive a higher percentage of conversion, but for broader short tail generic searches, directing the search to the market page can be equally effective if not more so. ●●Multi-offer landing pages Providing multiple offers on the landing page, or perhaps a range of additional sub offers, can further entice customers and elicit conversion. Allowing the customer the opportunity to choose, as opposed to presenting them with just one sign-up offer, can make a great deal of difference when that customer comes to make their decision. ●●UX and design Changes to the structure of the page, whether subtle or obvious, can impact conversion rates significantly. Potential examples include the positioning of the “sign-up” or “bet now” button, the colour of the button or even the font used. Operators often make use of multivariant, A/B split and usability testing tools to assist in this process. ●●Cross-selling While some operators focus exclusively on one product, others have an array of offerings. Most of the large sports bookmakers also have gaming propositions, and the landing page provides an opportunity to cross sell different products. Conclusion In summary, designing an effective PPC landing page for iGaming goes way beyond a visually appealing aesthetic (although it helps!) and requires continuous A/B testing. One must consider the call to action, overall design, visuals, branding, relevancy to the search query and latest trends, and also monitor closely what one’s competitors are using. Besides observing metrics such as bounce rate and conversion rates, it may be well worth surveying your target audience on their experience to get more context for why a particular page is working well or not, perhaps by rewarding their constructive feedback with an incentive offer (e.g. 10 free spins). Additionally, with mobile increasingly taking centre stage in how users navigate online, making sure landing pages are mobile-optimised is essential, and involves actively thinking about how users engage with their devices. ROWAN KLEIJ is a iGaming performance specialist at The Media Image, who has managed some of the largest UK casino brands, as well as several affiliate clients. ROY COUGHLAN is an iGaming PPC specialist at The Media Image. He has worked on some of the UK’s biggest sportsbooks.