Landing Pages That Convert – CRUSH Your Competitors With These Design Patterns

Analysis of 7 Real Operator Landing Pages

DISCLAIMER: Each of the landing pages below represents a certain brand, please keep in mind though that the brand itself has nothing to with our analysis. We're only focusing on layouts and techniques being used with specific landing page templates.

Grosvenor Casino – Generic Landing Page

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First we’ll have a look at landing page that became a standard of casino landing pages in past few years.

It’s been used by thousands of operators and can be seen being used across all verticals.

It’s simplicity is its biggest strength, it’s easy to develop, proven to work, stacks nicely on mobile and can be adapted to almost any campaign.

It’s biggest downside though is it’s popularity, if you’re targeting audiences that visit a couple operators before making their choice you might notice banner blindness being developed so some of your messaging might not go through. {{https://www.nngroup.com/articles/banner-blindness-old-and-new-findings/}}

feefo service rating badge

1. FeeFo service rating badge

Adding social proof to your landing page is one of the oldest tricks in the book.

Dr. Robert Cialdini author of “Influence: The Psychology of Persuasion” famously stated “95 % of people are imitators and only 5% initiators, people are persuaded more by the actions of others than by any proof we can offer“. {{Cialdini, Robert B., and Robert B. Cialdini. “Influence: The psychology of persuasion.” (1993).}}

When confronted with a choice people almost always default to the option they’ve seen others choose.

FeeFo or TrustPilot are a simple way to add that social proof element to your landing page with an easy to embed badge. There are numerous other ways you can add social proof to your landing page including:

  • social media badges like Facebook likes, Twitter retweets or Pinterest pins
  • reviews, displaying real customer reviews can work great if it fits into your layout
  • activity,5 users registered in the last hour‘ showcasing your data can work as a social proof
  • brand logos, ‘As seen on..’ social proof doesn’t have to come from individuals, showing that other companies have trust in you can work as well
grosvenor login button

2. Login button

Depending on your source of traffic and market penetration of your brand there is a chance that your existing users will land on the landing page mainly intended for new users.

Grosvenor is finding a great balance between readability and making sure the login button doesn’t distract the users.

To get more insight into your campaigns make sure you track the amount of already registered users that end up on your landing pages intended for new users by setting appropriate events for ex. in Google Analytics.

3. Formatted heading

On every landing page there will be multiple elements fighting for an attention of a user.

Your main USP (unique selling point) should always be the thing that the users sees first. You can use a five second test to make sure your design is on point.

grosvenor additional USP

4. Additional Unique Selling Points

In a perfect world we would be able to target our potential customers with perfect granularity.

In real life though we often have to cast a wide net. While showcasing just one USP might work when we have an extremely coherent marketing strategy behind the brand or we can rely on super targeted traffic coming from a PPC campaign when it comes to affiliate traffic for example we will receive a wide variety of customers with different expectations.

To cater to a wide audience coming from variety of sources displaying supportive USPs will re-engage some of the customers that were not completely sold on your main angle.

5. Funnel Progress Indicator

You need to manage user expectations on every step of the funnel.

Making your registration and deposit funnel as easy and intuitive as possible is the key to make sure as many customers reach the end of it.

Multiple studies show that outlining the steps the users will need to take prior to completing the task will significantly reduce the abandonment rate.

grosvenor payment badges

6. Payment options badges

Landing pages should not only sell but also inform.

Availability of favourite deposit and withdrawal methods is one of the most common concerns for any player before they decide to sign-up with a new brand.

Showcasing the payment options logos apart from being informative plays into being a form of social proof as well. By showcasing a well know logo of a financial institution the user intrinsically assumes that the brand is is trusted by that institution.

As you can see mobile version of this landing page is clear and easy to navigate. Mobile screen estate is a lot more valuable than the desktop one but be very wary of trying to squeeze as many elements as possible there.

Your top considerations for prioritisation of mobile landing page elements should be as follows:

  • is that element communicating the main USP?
  • is that element legally required to be included?
  • is that element crucial to the intended user journey?

If the answer to all the above questions is ‘no’ you you should definitely reconsider including that element above the fold.

Casino Euro – Registration Landing Page

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This landing page took me back to early 2000’s when terms UX was still considered black magic mumbo-jumbo and landing pages were created by intern developers as a side project to pass the time rather than coordinated marketing effort.

ro banner

1. Banner

Never use banners in your landing page design, period.

Multiple studies over past few decades have proven that users instantly ignore page elements that they perceive to be ads. To make things even worse any elements in close proximity to elements perceived as ads are ignored too.

casino euro usp block

2. USP block – vertical

As already discussed in previous example displaying supporting USPs can potentially boost your conversion rates.

The difference here is using the 3 column vertical layout instead of traditionally stacking content in consecutive rows.

As proven by Nielsen Norman eye tracking report four main web scanning patterns exist: F-pattern, spotted pattern, layer-cake and commitment pattern. {{https://www.nngroup.com/articles/text-scanning-patterns-eyetracking/}}

Considering no distinctive formatting being used on this landing page to highlight any of the main features we can assume most users will default to the F-pattern (imagine big letter F printed over your screen, that will be the path the eye follows).

In the best case scenario the users will notice ‘Welcome to Casino Euro’ header which provides no value whatsoever and the jackpot amount.

That being said vertical columns are not something you definitely need to avoid, just make sure to consider main web scanning patterns and use formatting to your advantage.

3. Full registration form

We could write a whole blog post on how to optimize your registration forms, for the sake of keeping this article straight to the point though let’s focus on the key points.

Forms with less fields will usually convert better than longer forms. If you need a lot of information from your users right away definitely consider a multi-step form rather than displaying all of them at once. {{https://www.ventureharbour.com/how-form-length-impacts-conversion-rates/}}

One field per row – don’t you hate it when you have to take your other hand out the pocket because you can’t reach that field in the corner of the screen with your thumb? Well, me too. The principle behind it is call the thumb zone and we’ve already covered it in our case study of 22bet.

Pick a conversation – do you really want to start a relationship by getting your visitor filling up something that is basically a spreadsheet of his personal data? Personalize the form by asking questions, reusing already filled in data and adding field descriptions.

MrGreen – Establishing Trust Landing Page

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If there is one thing average casino customer is afraid of it has to be the being scammed by the operator.

Let’s be honest, gambling is still considered a taboo in most of the European countries and news is not exactly filled with happy-ending stories of latest jackpot winners.

Even though most of the operators out there are following every rule in the book, have their operations licensed and follow all anti-money laundering regulations stigma still persists.

If you want to find out more about your users fears the easiest way is to simply ask. Nowadays it’s extremely easy to launch a simple pool on a website asking about the experience your user is having and why he decided not to finish a particular step of deposit funnel or why he didn’t deposit in a couple last days.

mr green headlines

1. Feature & benefit oriented headlines

One of the most important qualities your copywriters should poses is the ability to differentiate between features and benefits of your product. Let me give you an example:

FeatureBenefit
2500 slot games availableHours of entertainment playing your favorite games
MGA licensePeace of mind regarding game fairness
$15,000,000 in jackpotsMore ways to instantly become a millionaire
24/7 supportVIP treatment no matter your spend

Features are usually dry facts that have no real impact on users world – benefits on the other hand are things that land close to your users heart and it’s easy to imagine them making a real impact.

Use your product features to underpin benefits that appeal to the emotional side of your visitors.

Mr Green is doing a great job of presenting benefits in two of their headlines in this landing page.

‘Looking for entertainment? Ask for MrGreen’ – If you play at MrGreen you will be entertained, isn’t that the reason most people visit online casinos?

‘DOUBLE your deposit plus 200 FREE SPINS’ – use of the word double is crucial here, haptic words like that help the user imagine their money actually doubling in their hands rather than adding abstract 100% to it.

mr green cta

2. CTA that stands out

Your CTA should stand out from the rest of the page, it will reduce the cognitive stress of having to figure out the next step in the funnel and help your users focus their attention on the desired action.

To validate your design you can use a usability testing staple like 5 second test or use a little trick we’ve invented to validate some of the designs we’ve worked in the past.

Head to translate.google.com and paste the url of the first step of your funnel, as a translation language choose one from a different family group than any language you can read, preview translated landing page.

If you can still navigate through the main funnel just by clicking on the features that stand out the most it means you did a good job, if you’re not able to reach the end of the funnel it’s time to go back to the drawing board, work on your color pallette and possibly simplify the funnel.

mr green testimonials

3. Customer reviews

We’ve covered similar type of social proof in Grosvenor casino landing page section where feefo badge was used.

Using actual customer reviews takes it a step further by having actual, physical people put their name at stake and vouch for the fairness of MrGreen casino.

Using a third party aggregator like feefo or trustpilot is a good idea since if at any point your visitors start suspecting the testimonials displayed are less than legitimate the whole effect would be diminished within seconds.

mr green awards

4. Awards showcase

Awards are nothing else but a great social proof example, just instead of individuals lending you their credibility it’s the institution that awarded them to you.

Having multiple types of social proof on your landing page makes a lot of sense since different segments of your users will have different inclinations toward proof coming from individuals vs established institutions.

One thing worth noting on the mobile version of this landing page is that Mr Green is definitely embracing the ‘Less is more’ principle.

As you can see they’re not trying trying to squeeze in all of those trust elements above the fold, ‘Mr Green Customer Reviews’ header makes it just above the fold so if it’s a particular concern of any user they can scroll down to see the reviews.

In most cases having a straightforward mobile experience will beat trying to squeeze in multiple confusing elements above the fold on a small mobile screen.

Vulkan Vegas – Fortune Wheel Landing Page

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1. Wheel of Fortune

Could you improve users engagement, motivation to complete the funnel and increase average first deposit value by making it ‘harder’ to get the regular welcome bonus?

Yes! Simply add some variability to it.

There is a couple really powerful psychological principles working together here:

Endowment effect – because you had to ‘work’ to get the bonus now you consider it yours, to abandon the funnel would mean to throw away your property. Because we tend to put higher value on things that we own compared to things we see for the first time, the welcome bonus now has higher value to your player than just the face value displayed on the site.

Variable reward – even though the odds of the game might be stacked in a way that will always give the bonus to the player on the third spin of the wheel the whole process looks randomly from the outside. From B. F. Skinner’s operant conditioning theory we know that whenever we want the user to repeat the desired behaviour the longest we should dispense reward in a variable schedule.

If you want to learn more about mechanics od wheel of fortune as a marketing tool head down to our social casinos gamification techniques article to the variable and set reward section and onboarding section where we indepth discuss the use of wheel of fortune.

Beginners luck bias also plays a significant role in the equation. By introducing a game of chance at the early stage of the funnel you give yourself a unique opportunity to engineer a perfect first experience that will prime the user for later experiences with actual games of chance.

Right Casino – Affiliate Landing Page

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1. Geolocation and recent month

Personalization is the key in a modern marketing funnel. The great thing about it is you don’t have to use multi-million dollar AI powered algorithms to reap benefits of it. Even high-level personalization like adding the user’s country (detected from IP) and current date can bring a couple points increase in your conversion rate!

2. Short intro

RightCasino created this particular landing page for one purpose only – to convert visitors coming from their PPC campaign. Since this page is not intended to rank in Google there is no need for lengthy copy that will include all the necessary keywords. Using landing pages for specific campaigns gives you freedom to eliminate all unnecessary distractions.

3. Star rating

If your landing page includes a toplist make sure that you incorporate an easy way to instantly understand the rating of each listing. Stars are easy to understand, stand out visually and are universal to any language.

4. Clear bonus info

As we’ve already explained in the section one, understanding the intent of your visitors is crucial to creating a well converting landing page. In case of an affiliate page targeting generic terms, bonus will usually be the most important USP of any brand.

Make sure to make that information easy to find and understand.

5. Relevant CTA

CTA should be relevant to the intent of your visitors as well. Since we already know that the bonus is the main USP that players are looking for in that scenario make sure you align your CTAs with the desires of your visitors.

In that particular case ‘Claim Bonus’ align perfectly with what the user wants. ‘Sign up’ might seem like a more logical choice since the user will have to sign up to online casino before claiming the bonus. Does the user want to sign up with the brands you’re promoting or does he want to claim the bonus though?

Pay close attention to small details like that and every now and then take a step back to make sure you’re not mixing up your desires (player signing up to the brand) with desires of your users (getting free bonus money).

1. No navigation – tunneling

We’ve previously mentioned that using highly targeted landing pages lets you cut out all the fluff and focus solely on conversion rate of the page.

RightCasino landing page gives us a great example of that. If that page was a part of regular navigational path cutting the whole top menu out would mean drastically reducing UX value of that page. In case where our only goal is getting the visitor to click through to one of the promoted brands we can allow ourselves to remove distractions like that.

2. CTA above the fold

If you’re dealing with cold traffic that has little to no motivation to do research on their own it’s important to make the path as clear as possible.

In an extreme example a user might visit your landing page but not have enough motivation to perform the tedious task of moving the thumb to scroll down the page to find out more about what you’re offering. Providing clear next step decreases the chance of your visitor boung right back.

Cosmo Casino – Survey Landing Page

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1. Disguising as a survey

Gambling market size more than doubled in recent years, so have the spend on advertising. In saturated markets users quickly become aware of all the marketing tactics advertisers use to try to get them to sign up with their brand.

When market saturation reaches its peak it is extremely hard to sell to a cold audience that has their guards up from the moment they’ve seen your ad.

One proven way to go around those initial objections is to disguise your campaign as a survey or questionnaire.

2. Displaying jackpot amount

If you decide to style your landing page as a survey make sure you commit all the way. Displaying the jackpot amount places the number in your visitors head but raises no red flags since there are no CTAs around it or mention of signing up to any online casino.

It’s an important priming step that you will be able to capitalize off later.

3. Tendentious questions

Survey landing page can definitely be a white hat method of advertising, Cosmo Casino is crossing the border to gray-hat advertising with the use of very tendentious questions.

While it’s not breaking the law (in most jurisdictions) it’s up to you to decide how far do you want to go with planting certain images in your users head.

Indirectly implying a possibility of quitting your job, buying new car or traveling the world are definitely playing to the desires of your visitors and playing greatly to the benefits of what an online casino can offer. At the same time chances of that happening are so low that it could be considered false advertising.

At the end of the day decision is yours.

1. Reframing reality

-You worked hard on answering those four questions – obviously you deserve a reward.

-What that reward may be you ask?

-An exclusive bonus at our casino obviously.

A thing that you were trying to sell now becomes something that was earned by your visitor. With a simple survey Cosmo Casino reframed your reality, instead of saying ‘no’ to the bonus you know is just a marketing tactic applied to get you to deposit. Now you ask for the bonus yourself as it’s a fair ‘pay’ for the work you provided for that brand.

Jackpot Secrets – Advertorial Landing Page

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DISCLAIMER: Jackpot Secrets advertorial could definitely be considered a black-hat landing page and brakes ToS of most affiliate programs. We definitely advise against using the exact same tactics to promote any operator. We however feel that a lot of the methods used on this landing page, when implemented in a white-hat way (more on that below) can help legit advertiser to improve their conversion rates.

1. Maintaining appearance of real news site

Using advertorials is another surefire way to go past initial objections visitors might have against online casino advertising. Advertorials are particularly popular with native advertising platforms like outbrain or taboola.

2. Headline

As we’ve already explained on Mr Green example benefit oriented headlines are the key to grabbing your users attention. It that headline also includes social proof ‘1000’s of..’ as well as personalization ‘..Canadians’ you’ve really hit the jackpot.

3. Haptic imagery

Haptic imagery is nothing else than trying to explain intangible concepts like winning a jackpot with images ‘suitable for touch’ like a stack of bills.

Showing haptic images along side your message helps the brain grasp the concept a lot better and includes more of your senses in the process which improves engagement with the content.

4. Social Proof

Social media counters are one of the easiest form or social proof to use. Each counter showcases the trust thousands of other visitors put in your brand.

5. Emotional video

By the time your visitor reached that part of the page we can safely assume we’re slowly moving from ‘Attention’ and ‘Interest’ stages into creation of ‘Desire’.

Using a highly emotional video representing the desired state that our visitor wishes to experience (winning a jackpot) is a perfect way to kickstart the process.

6. Genuine advice

In terms of content marketing there is no sales technique or conversion optimization trick that can replace genuinely useful advice.

Well written content of high quality is something that will make the biggest difference in a campaign like this. As a writer try to put yourself in the shoes of your readers, answer their most likely questions, debunk objections and provide value in terms of tips they won’t be able to find elsewhere.

If you’re unsure of what angle to take, AB test different paragraphs, openings and headlines till you land on a winning combination.

7. Comments (more social proof)

Comments are one of the most effectives ways of social proof available, when implemented correctly that is!

Genuine reviews and feedback from your users implemented through a commenting platform that validates the identity of the commenter (for ex. facebook comments plugin) is the best way to go.

Advertorial is a good example of a landing page where you want to defer usage of any CTAs till the lower half of the page.

Using any high pressure sales tactics early on will diminish all the trust.

How to use those techniques in a white-hat way?

While anyone with some experience in the industry can spot the obvious giveaways that jackpot secrets landing page is less than genuine with a bit of work the same techniques can be used in a completely white-hat and user friendly way to creat high-converting advertorial or content piece.

  • instead of just maintaining an appearance of a news site outreach to genuine news outlets willing to host your article or style your main sites blog section to deliver news-like articles
  • invest in social media campaigns to deliver real social proof that you will be able to use in all of your campaigns
  • reach out to your real players to create win videos or show replays of winning spins provided by game providers
  • gather real feedback and comments from your visitors – you can use a splash page redirecting happy visitors to the comment section and unsatisfied ones to your live chat

Key Elements of Every Landing Page

Below you will find some of the key elements we consider adding to any landing page we build.

Before we jump into it, a word of caution. A lot of times when it comes to crafting a well converting landing page less is more.

Just because you have all these tools in your toolbox doesn’t mean you need to use all of them at once. Make sure to use only the necessary elements and AB test any additions. You will find out more about how to choose the right approach in part 3 of this guide.

USP headline

A good headline sets the tone for your whole landing page.

It’s the first thing that the users sees and it’s something that he’s most likely to remember.

To make sure you make the most out of it try to include a unique selling point or main benefit of your product directly in the headline.

Do not be afraid to AB test different headline variations or hold whole brainstorming sessions focused just on honing in on those few magical words.

Social proof

About half of the pages we’ve analyzed in this guide used some kind of social proof. Ones that do often use multiple examples of it.

Why? Because it has been proven to work over and over.

When it comes to choosing what kind of social proof to display on your landing page you have a cornucopia of options available. You can use reviews, social likes/shares, awards, review site badges or testimonials.

Choose a type of social proof that’s closes to your users, analyse your segments and targeting and find out what platform might appeal to them in the best way.

CTA

Adding a clickable CTA to your landing page seems like something obvious but there is surprisingly many landing pages out there that do not have a clear next step to follow.

Remember to align wording of your call to action to the intent of your users and make sure it’s clear to identify among other elements on the page.

Haptic imagery

Our brains are not yet adjusted to fully perceive value of imaginary concepts like bonuses or jackpots.

By giving your customers an image of a physical representation of the prize you encourage the feeling of ownership of the prize which in return creates more motivation to claim it. {{https://www.sciencedirect.com/science/article/abs/pii/S1057740812001192}}

Urgency

‘Let me think about it’ – five words every salesman dreads.

Why? It means you client is ready to buy but has no motivation to do it.

How to create motivation on the spot? Add urgency. {{https://marketingland.com/12-ways-use-urgency-psychology-improve-conversions-112603}}

By adding urgency to your funnel you decrease the chance of your customer deferring the decision to register or deposit, which ultimately increases overall chances of conversion happening.

Personalization

When most people hear ‘personalization’ their thoughts immediately go towards segments based on logged in users data.

The truth is, just by visiting your website users expose a lot of valuable information you can use to make their experience smoother.

Basic examples are country of residence based on the IP address, browser and device they’re using at the moment or referring url. You can use all those variables to pre-segment your visitors and increase your conversion rates.

3rd party services can give you even more information for ex. based on the ip address you can usually estimate the zip code the user is currently located and cross-reference that with median household income in that area to bucket the visitor in the correct segment.

Engagement

What if your user is in the ‘play’ mode, not ‘deposit’ mode?

Align with their needs.

Instead of pushing for commitment right away show your leads that you can deliver on the promise of providing entertainment.

Introduce a game or survey where your visitors can win bonuses or small prizes and seamlessly align it with your registration process where you slowly take them through all funnel stages.

Understanding Landing Pages

To create good landing page, first you need to understand what it is. Is there any advantage in using one instead of sending all your customers straight to your homepage or registration page?

The reason marketers use landing pages is the level of personalisation they can achieve while being free to experiment with different approaches to the customer.

Landing page is a clever way of starting a conversation with your users in a thought-out and targeted manner.

Another big advantage of landing pages is that you’re able to cut out all the fluff, you can remove all the elements that would otherwise distract the user (think promotions applicable only to existing users, big game selections or news sliders).

Cutting all those elements will not only safeguard your users from being distracted but will also improve the speed of the page significantly which as we know has massive impact on overall conversion rate.

Since landing pages are specifically designed to receive traffic from specific campaigns they will rarely be included in the main navigation of your website so you can freely create as many versions of them as needed to serve different segments of your customers.

What’s your goal?

Each landing page you create should have a specific goal.

While in some cases you will create landing pages focused on other objectives in most cases the main goal will be either CTR or lead generation directly on the page.

Click Through Rate – CTR

Landing pages which main goal is a click through are basically an equivalent of saying ‘Hi, how are you?‘ in a regular conversation.

It’s an opener, priming the user for what’s to come, putting your product in a better light, possibly even stifling those nascent objections forming in the back of your visitors head.

Those landing pages come in different ways, shapes and forms as we’ll show you using some prime examples from the gambling industry. In some cases it will be literally a catchy headline and a call to action and in some cases it might be a four thousand word article trying to emotionally connect with the reader.

There are some clear signs when one might work better than another and we’ll uncover those in this guide. One of the most important things that will help you determine which type of landing page you should use is knowing your customer well and identifying the state of mind he currently is in.

Lead generation

If you know your user is already warmed up to your brand you might try to go straight for the prize and present him with a lead generation landing page.

A good case for using lead generation page would be when you’re dealing with visitors referred by reviews on an affiliate site or from a targeted PPC landing page.

Why would you use a lead generation landing page instead of your generic registration form then?

In some cases, if your registration page is properly optimised it might actually yield as good results as a a custom landing page. In most cases though a custom landing page will bring a couple of strong argument to the table.

  • it can be more visually aligned with previous steps of the funnel
  • it can target specific objections and motivations for a particular segment you’re targeting
  • it makes tracking easier

It’s a journey not a single page

Understanding your users emotions is one of the most important tasks in front of you if you want to build good landing pages. Those emotions will change according to how invested user is in your brand.

AIDA

You’ve probably heard of AIDA before, it’s a simple interpretation of different cognitive states your visitors go through before making any purchase. A stands for Attention, I for Interest, D for Desire and the last A for Action.

Knowing how far down the decision making process your prospective depositor is will make or break your conversion rate. Let’s dive a bit deeper into each of the stages.

Attention – First step of getting your user to convert is getting his attention. Make sure your brand stands out from the crowd either by clever branding, thought-out omni-channel marketing campaigns or by simply blowing your budget on paid media campaigns with massive reach. Whatever it is, make sure you’re being noticed!

So far, users have no preconceptions about your brand and it’s important you create a positive association at this step as it will influence the whole funnel going forward.

Interest – You’ve used all your marketing tricks to grab the attention of your prospective depositor, now it’s time to get real. You’ve got a short window of time to convince your user that you’re the right choice, manner in which you present your USP will play a key role here, make sure after completing this stage your users will be well aware of all the benefits (not just features!) of choosing your brand.

At this stage you should also introduce urgency to make sure the user has enough motivation to complete the whole funnel in one session. Remember, just knowing that your brand is the right choice doesn’t mean the user will make that commitment right now, without enough urgency

Desire – You made it, you’ve convinced your cold visitor that your product is worth his time. At this stage boosting confidence in your product is extremely important as early ‘buy’ decisions can be swayed easily by a smallest hiccup on the way.

Make good use of social proof, testimonials and confidence boosting messaging to keep the user on track. Maintaining urgency created in previous step is also extremely important to remove any room for appearance of second-thoughts.

Action – The decision is made, it doesn’t necessarily mean it will happen though. At this point your only job is to make sure that from the moment the user enters the deposit stage of the funnel it is smooth sailing till the moment the money reaches his account.

Remove all distractions by tunneling last steps of your flow (removing all elements non essential to the one and only goal you have at this stage). Most importantly though work on your UX, gather user feedback, analyse NPS feedbacks, watch through hours of visitor recordings and make sure that every single step is as user friendly as possible, starting from displaying appropriate input type for each field ending on

Understanding your audience

Knowing on which stage of the journey your customers are is just one piece of a much larger puzzle. Knowing who you’re taking to is another crucial element that will help you create more tailored experiences. How to find out who are your target customers?

Customer segments

Customer segmentation is a seemingly simple process of dividing your users into smaller, easy to manage and understand groups. You can then adjust your campaigns or even your products towards specific groups needs.

Most common segmentation models are:

Value-based model – it’s a common practice for casinos to divide it’s users into multiple value-bands and provide different promotions, content and services depending on avg. monthly deposit value. Customers from different bands will have different priorities and expectations towards your product which you should reflect in personalised messages on your landing page.

Geo model – due to various different legislations in regard to online gambling in different countries or even states, accurate geo segmentation of customers is crucial to smooth operation of any brand.

Behavioral model – understanding your users games choices, frequency of visits and favorite promotions will help you tailor your offerings.

Demographics model – knowing your customers age, gender, income, education level and employment status will help you tailor the language you should use when communicating with your audience.

Technographic model – knowing your users preference towards mobile devices and internet browsers used will help you deliver smooth experiences where it matters.

Customer Personas

While marketing segments are incredibly useful to fully understand your existing and prospective customer base, it might be somewhat cumbersome to reference those vast amounts of data on a daily basis.

Customer personas are fictional generalisations of your perfect customers based on the data you acquired through customer segmentation. These generalisations will have names and extensive backstories, from now on your team will be able to imagine the person they’re writing for, designing for or replying to.

It’s any easy way for your whole company, starting from customer support agents ending on your CEO, to understand who your customers are and how to approach different types of users.

If you’re looking for an easy way to get started with marketing personas check out this Make My Persona tool by hubspot where you can create your persona templates completely free.