How a CRO Programme Increased Registration Starts by 71%
Results first
| KPI | Improvement |
| Registration Starts | +71% |
| Completed Registrations | +29% |
| Bounce Rate | -12% |
Overview
When launching acquisition campaigns, many operators rely on instinct when making changes to landing pages. Headlines are rewritten, imagery is updated, and layouts are refreshed with little evidence that these changes will improve performance.
We took a different approach.
By implementing a structured conversion optimisation programme, every landing page improvement was validated through statistically significant A/B testing before being released. The result was a measurable uplift across every key acquisition metric while creating a repeatable framework for continuous optimisation.
The Challenge
Although acquisition campaigns were generating healthy volumes of traffic, there was significant uncertainty around which landing page elements genuinely influenced player behaviour.
Rather than making subjective design changes, the objective was to identify the components that had the greatest impact on conversion, allowing future optimisation decisions to be driven by data rather than opinion.
Our Approach
We designed and delivered a comprehensive experimentation programme covering every stage of the acquisition journey.
Over multiple months we tested:
- Promotional messaging
- Headlines
- Hero imagery
- Trust indicators
- Payment method visibility
- Registration flow
- Unique selling propositions
- Landing page layouts
- Social proof
- Exit intent messaging
- Interactive content
Every experiment followed a consistent methodology:
- Identify a conversion hypothesis.
- Design an alternative experience.
- Split traffic between the control and variation.
- Measure statistical significance.
- Deploy only proven winners.
Key Learnings
One of the biggest successes wasn’t simply increasing conversion. It was preventing poor decisions.
Several design concepts that initially appeared stronger actually performed worse once tested. Without experimentation, these changes would likely have reduced registrations and negatively impacted acquisition performance.
By validating every change before implementation, the optimisation programme removed guesswork from decision making and ensured only proven improvements reached production.
Why This Matters
Many operators still treat conversion optimisation as a one-off redesign. In reality, sustainable growth comes from continuous experimentation. Small improvements across messaging, trust, user experience and page layout compound over time to produce significant commercial results.
The most successful acquisition strategies aren’t built on assumptions, they’re built on evidence.
Looking to Improve Player Acquisition?
Whether you’re launching a new casino brand or looking to improve the performance of existing acquisition campaigns, a structured experimentation programme can unlock significant improvements without increasing media spend.
Get in touch to discuss how a data driven CRO strategy can improve your acquisition performance.
