TRAFFIC
much depend on your current design and
programming. Using a tool such as the
Ghostery plugin for Chrome allows you
to inspect all the programs running on any
website, and you’ll want to keep an eye out
for companies that make use of heat maps
or split testing software.
com and WizardofOdds.com are three
portals which have had new designs (see
Figure 2 on opposite page). The themes
common to all three is that their designs are
fairly clean and make it easy for the user
to navigate the site and make simple fast
decisions as to what to click on next.
Optimizely
Design trends for 2016
There are many companies offering A/B
testing software and solutions, and one of
the biggest in the business is Optimizely.
com. They offer multivariate testing, so
it’s one solution to test and the results
converge, so you can learn what changes on
your site increase or decrease conversion.
The design trend that’s easy to detect from
the three affiliate and operator examples
is of simplicity and being easy to navigate,
with a clean layout. Looking more closely
at one of those examples, AskGamblers.
com, their designs became more advanced
every few years, but it wasn’t until their
2014 design that they rolled back features
and put less on their site, rather than
accumulatively doing the opposite. The site
has grown exponentially since the redesign
and has lead the way for copycat portals.
My main tips for webmasters and
designers are to find ways to showcase
your strengths, without over-cluttering your
page where possible and where it makes
sense. In areas such as the homepage,
that’s where want to provide big lists
Operators with great UX design
Figure 1 (on p33) shows three excellent
designs by operators – Slotsmillion.
com, Casumo.com and Smarkets.com.
These all look like they were crafted by
a UX designer, being easy on the eye yet
uncluttered with data.
Affiliates with great UX design
AskGamblers.com, OnlineCasinoReports.
and add in all the features. However,
when users get deeper into your site onto
customized pages, a good piece of advice
is to let the details and data sit there, rather
than having it on more pages. Also, keep
your listing locations as simple as possible,
and constantly monitor your analytics of
these pages and A/B test them in order to
improve your conversion rate.
JOHN WRIGHT is an
iGaming industry veteran
of 15 years’ experience.
He has launched many
affiliate websites focusing on
both players and webmasters,
and through his site Gaffg.com has
offered a unique webmaster coaching
service. He has also helped many
affiliates grow and accelerate their
business. His skill set includes SEO,
user experience design and conversion
rate optimization and he works as
an iGaming consultant through his
company Horseshoe Agency.
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