Websites typically convert at a rate of 2.35%, according to WordStream, but that’s just the baseline.
The top 25% hit 5.31%, while the top 10% (or the elite if you prefer) go above and beyond, boasting conversion rates of over 11.45%. This tells us that it’s not only possible to reach the stars – it’s achievable.
Yet, with over 5,000 gambling businesses in 2024, how can your site and its landing pages break into that 10% bracket?
The first step is to assume you know nothing about your audience.
You might have already created a terrific landing page. You may believe your audience thinks like you do. Because of that, you’re certain they’ll relate to your design just as well as you and your inner circle do.
But let’s face it, that’s biased thinking.
So, unless your viewership is going to be a carbon copy of yourself, you’ll need objective data from your users, and one way to collect this data is by A/B testing.
What is A/B Testing?
We like to think of A/B testing, or “split testing”, as a means to intellectual collateral from users. Simply put, it’s an experiment to perfect the user experience. You use it to alter and test features from various versions of your landing page. It frees you from guesswork by arming you with actionable user insights to make data-driven decisions.
You can run A/B tests on various elements to see which one performs better on your landing page, such as:
- Different versions of your page.
- Click-to-action (CTA) messages.
- Promotions and offers.
- Headlines.
How to Implement A/B Testing in 5 Steps
1. Identify What You Need
- Define Your Goal: Is it a better click-through rate or user engagement? You decide!
- Identify Element(s) to Test: Headlines, CTAs, images, page layout, etc.
- Tip: Start big by testing elements that your users are most likely to engage with on the page.
2. Create A/B Test
- Build Page Versions: Create two landing page versions – the current version (A) and the changed version (B).
- Set-Up a Tool: Pick and install a tool to track your A/B test results. If you’re subscribed to Voonix Premium, use the A/B tester to monitor your results over two periods.
- Tip: Change just one element per A/B test. This way, if you notice any changes, you’ll have an easier time finding out why.
3. Wait for User’s Reaction
- Be Patient: We know it can be frustrating, but it’s always better to wait – even if the test takes a few weeks or longer! If you don’t, you may end up with false positives or misleading conclusions. For more context, check out an article from Gamma Co-Founder Jon Noronha here.
- Avoid Premature Decisions: Again, let your tests ride their course, and don’t make any decisions until then.
- Tip: Patience is the name of the game. It takes time to gather enough data for reliable results. If you make decisions early, you might be basing them on random fluctuations rather than real trends.
4. Analyze the Results
- Analyze Results: Study your results and answer the big question: which version performed best? Use an analytics tool to compare the metrics to your pre-set goal.
- Decision Time: If version B performed better, does it become your new “default” version? If version A performed better, you now know that your changes don’t work.
- Tip: Even if version B didn’t deliver the results you wanted, that’s OK. Keep in mind that this is a learning process. It’s not about being right or wrong, it’s about learning what works best.
5. Refine & Prepare for More Tests
- Optimise: Using your new data insights, it’s time to fine-tune your approach.
- Keep Testing: A/B testing is an ongoing process, so try out different things or ideas on your landing page. See what they deliver, and who knows? You might be in for some surprising results with regular testing.
- Tip: You might have heard this a lot already, but testing really is important. The more tests you run, the greater your chances of discovering changes in user behavior or market trends become.
Case Study: Kindred’s Use of A/B Testing
The Kindred Group, the parent company of Unibet and 32Red, had a problem. Many of their customers visited their Responsible Gambling (RG) tools pages but took no action. To resolve this lack of engagement, Kindred responded with the following game plan:
- The mission was clear, Kindred wanted to boost user engagement with RG tools.
- Kindred created an A/B test and personalised their messages to the customers by implementing segmentation techniques.
- The third step saw Kindred run the tests and collect data on RG tool engagement.
- With the data collected from four weeks of testing, Kindred proceeded to analyse the results. They discovered a 21% increase in engagement from users who received an on-site message compared to those who didn’t, but 75% of the users who got the message didn’t act.
- Kindred fine-tuned their approach and concluded the need to further improve on-site communication.
Here is a link to the full report from Kindred.
Wrap Up
In a nutshell, A/B testing is a powerful tool that can take away guesswork and refine your iGaming landing pages with data-driven insights. It’s not just a strategy, but a mindset of continuous learning, testing, and optimizing.
If you’re eager to give it a go, then why not try out the A/B tester on Voonix Premium? You can give it a whirl by signing up for a 30-day free trial and enjoy the following A/B testing features:
- Performance comparison between two periods to measure the impact of marketing or other efforts.
- Long-term impact assessment of changes over time.
- Built for iGaming affiliates needing integrated analytics.
- All the necessary metrics such as CTRs and conversion rates.
