We know that optimizing funnels and landing pages are at the core of performance marketing. And yet, sometimes due to technical limitations, we actually don’t take the necessary steps to make sure we do the right thing.
Doing the right thing starts with asking yourself the right questions:
1. What do I display on the landing pages?
The landing page content can be modified at will. However, a responsive landing page will enable you to personalize it for each and every user (i.e. showing the keywords that generate your traffic, displaying the country flag from which the user is coming, and updating the content’s language based on the user’s browser language). Doing this will increase your click-through rate (CTR) and obviously your conversion rate.
2. What will the call to action trigger?
For a long time, most online casinos had only a downloadable version of their product. Signup was done within the casino software. Poor conversions (and lack of data – opt-in email) resulted due to a lengthy process that could only start after the software was fully downloaded. These days, most online gambling brands run on a web-based platform, which enable them to start registering the user after one call to action click. Some of the brands will provide you with deep links to their signup forms (short or long) and also to their “downloadable” platform.
Those are great advantages because you will be able to test which funnel will generate the highest conversion rates. Testing can be a lengthy and complex process, requiring you to either duplicate your landing pages, or to update the link that will be triggered by your call to action every other day. The ability to “rotate” those call to actions is therefore a solution of choice to make sure you know what works best for you.
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3. Do I collect leads/opt-ins before sending the visitor to a signup form?
It all boils down to your ability to A/B test your funnel. If you can properly track your traffic, you should test landing pages with and without opt-in. Sometimes you will see that for certain traffic sources, it won’t affect your bottom line, other times you will see that it will drastically hurt your conversion rates.
All the above is relevant if you have the tools to track and analyze your traffic, and obviously I’m not talking about the affiliate program of the brands you will promote. I’m talking about an external application like TrackingDesk which will not only track, but help you manage the traffic and geo-targeting, help you rotate landing pages and call to actions, and adjust your campaign without having to interact with anyone. Instead you can do it all through one simple application.
Here is a simple illustration of how your traffic funnel could look like:
TrackingDesk offers tons of great features which can easily increase your ROI. You can signup for free here.