Increasing Registrations by 18.5% for an Online Casino
Service
Conversion Rate Optimisation (CRO) • Landing Page Optimisation • A/B Testing
Results first
| KPI | Improvement |
| Registration Starts | +18.5% |
“Sometimes the highest-converting landing page isn’t the shortest one, it’s the one that gives users the confidence to act.”
The Challenge
The Challenge
Conventional wisdom suggests that shorter landing pages lead to higher conversion rates by reducing friction and getting users to the call to action as quickly as possible.
However, behavioural analysis told a different story.
User behaviour indicated that a significant proportion of visitors were leaving the landing page to look for additional information before deciding whether to register. This suggested the existing page wasn’t providing enough confidence or context for users to take the next step.
Our Hypothesis
Instead of removing content, we believed users actually needed more relevant information before committing to registration.
The hypothesis was simple:
By expanding the landing page with valuable content that answered common user questions and reinforced trust, more visitors would feel confident enough to start the registration process.
Our Approach
We designed and launched an A/B test comparing the existing landing page against an enhanced version containing additional conversion-focused content.
The redesigned page introduced:
- A clearer three-step registration journey
- Stronger unique selling propositions
- Featured game content
- Additional trust elements
- More prominent calls to action throughout the page
- Supporting information to reduce uncertainty before registration
Rather than overwhelming users with unnecessary content, every additional section had a clear purpose: build confidence and encourage progression.
Key Learnings
One of the most common mistakes in conversion optimisation is assuming that shorter journeys are always better.
In highly competitive industries such as iGaming, players often need reassurance before they register.
Providing relevant information at the right moment can remove uncertainty, build trust and ultimately increase conversion.
The objective isn’t to create shorter pages it’s to create pages that answer the questions preventing users from taking action.
Why This Matters
Landing pages should do more than showcase an offer. The highest-performing pages educate, reassure and guide visitors towards a decision.
By understanding user behaviour and validating hypotheses through experimentation, businesses can uncover opportunities that traditional “best practice” design principles often miss
Looking to Improve Player Acquisition?
Every acquisition journey is different. Through structured experimentation and data-led optimisation, we help iGaming operators identify what truly influences player behaviour and deliver measurable improvements in conversion.
Get in touch to discover how a tailored CRO programme can increase registrations without increasing acquisition spend.
