I cover this debate quite often with gambling affiliates and friends in the gaming world, it seems people still think there is nothing wrong with displaying targeted ads and sending users to homepages. There is a few things fundamentally wrong with this – including wasting valuable marketing spend!
The most frustrating thing for any gambling affiliate is that we can only do so much, the physical conversion actually happens on the operator’s side. To give us the best chance of converting the leads we work so hard to achieve.. it’s imperative your affiliate manager provides you with the strongest possible landing page.
3 Ways To Optimise Landing Pages
Keep Your Branding
You may have loyal customers that come to your website time and time again to check out the latest news and promotions on offer. You may also promote a lot of casinos that people have never heard of. It’s very important that if a user clicks through to a new casino that they are kept safe in the knowledge you’ve recommended it.
Simply by adding your logo as well as the casino’s logo into the landing page, you’re providing an extra element of trust. This immediately builds a ‘relationship’ element with both affiliate and operator which positively effects the mindset of a potential customer.
Mirror The Conversion Path
If you’ve promised a user a 200% deposit bonus up to £300 with bet365, you better make sure your landing page doesn’t tell the user any different! Similarly, if you’re promoting a Bingo offer, don’t send a user a casino landing page.. neither a homepage of an operator that provides multiple products such as poker/casino/bingo/sports!
If the landing pages are dynamic, make sure your own content is kept up to date and aligns correctly with current promotions. A user could easily think you are trying to trick them if what you say on your review is totally different from the actual offer.
Similarly if your landing page is static, you’ll need to make sure your affiliate manager has the landing page correctly updated.
Landing Page to Conversion Page
Follow the conversion path with a fine eye… ask yourself a few questions…
These are massively important questions that make the difference between a click and a new player. Go through these with your affiliate manager today.
At the end of the day traffic is becoming harder and harder to come by, so you need to give each potential lead the absolute best chance of converting. Landing pages focus on one thing – and that’s converting leads to customers.
Think about it, wouldn’t you rather have one page to go through instead of trying to find what you need from a homepage?