In November 2016, we tracked and surveyed 200 consumers to better understand their processes when it comes to finding an online casino site to play on.
Before gamers conduct any research into the best site for them, as many as 75% have a preferred brand in mind. This is typically driven by having used them before in some capacity as reported by 68% of those with an initial preference. This is followed by 54% who said that they are a current customer and 49% who have trust in the brand. Brand loyalty and the comfort of using what you know are key influences in who a gamer is considering.
However, there are factors along the research journey that can impact this initial decision.
The first step for 91% of gamers when finding a site to play on is a search engine. For many consumers, search engines such as Google are a natural starting point for most, if not all, online activities. It is within the search results, gamers are then exposed to a range of brands and any specials/deals on offer. Whether they are driven by the brand name, the games available or available deals, gamers then move on to a brand’s website where the online experience begins to influence the decision-making process.
They say that first impressions last. This rule applies to websites as much as anything else. In fact, 38% of gamers stated that the visual appeal of a brand’s website played a part in the final decision making process. If a website is not aesthetically pleasing and does not provide a layout and navigational path that is easy to follow, then gamers are going to find it too difficult to use and go elsewhere.
Throughout the research and decision making journey, the online casino industry has many ups and downs as the balance of product, price and experience plays its part on the decision-making process. Each brand has its own strengths and weaknesses throughout the journey whether that be in revealing and detailing games on offer, explaining game play options or registering for an account online.
So, how can casino game providers improve the customer journey and ultimately increase conversions? Here are our top tips:
Each of these tips not only applies to online casino sites, but across all product and service websites. These are universal requirements to ensure a strong online customer experience and aid in online conversions. By implementing these elements, a brand can go from sitting in the middle of the pack, to creating an online experience that sets an example for the rest of the industry.
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Originally written for SBC News: http://www.sbcnews.co.uk/features/2016/12/20/global-reviews-tips-optimise-conversions-online-casino-market/#ixzz4W4ERcqlw
Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your Casino brand would like to be included in our next round of FRUITION research, please contact:
Hannah-Rose Farrington – Commercial Director
T: +44 (0) 203725 8260
M: +353 (87) 1263043