How I Helped Boost a Gaming Site’s Sign-ups by Over 30%

I was approached recently by YouWager.eu, a betting site that focuses on the North American market.

The site is well established and popular, but the owners suspected they could get more new sign-ups, and wanted to know how.

I was happy to oblige, and in a few hours provided a new rough design for their home page.

After the internal graphic designer did their stuff, the company ran a split test using Convert Insights.

If you’re not familiar with split testing, whenever a new visitor (in this case) arrived at YouWager.eu, they would be shown either the existing home page or the new design. The software would then measure various goals. In this test, we measured two goals: clicking through to the sign-up page, and completing the sign-up form.

After running the test for just four days, it generated some conclusive results.

New design generated 61% increase in click-throughs to the Sign-up page

As you can see, 61% more people clicked through to the sign-up page from the new design. As the data shows, this is statistically conclusive, with a far less than 1% chance that the old design could outperform the new one.

The results for actual sign-ups are also very satisfactory.

New design increased sign-ups by 31%

This element of the experiment is not statistically conclusive, because the number of results is lower at this point in the funnel. However, a 31% lift with nearly 88% confidence is a good result.

Imagine the Impact

Imagine the impact on revenues and profits for this business (or any business) resulting from a 30% increase in new customers!

There was no new ad spend, simply doing a few basic things right.

So you can see the difference for yourself, here’s a screenshot of the previous home page.

Previous home page design

And here’s the redesign, based on my recommendations.

Redesigned home page

Summary of What Changed

  • Primarily, the new design gives multiple reasons why you should be interested in the offer. The old design mentioned what was on offer, but not WHY you should care.
  • The call to action button has benefits: “Register now to get your first free bonus”; it is large and in a striking colour. The old design just said “Join us” to start playing, without benefits.
  • The real customer testimonial in the redesign adds proof. We’re all interested in human stories, and are much more likely to believe a proposition that is validated by third party evidence.

Those relatively simple changes are enough to generate 30% more sign-ups.

Great Return on Investment!

The cost? A lot, lot less than it would cost to get 30% more sign-ups through pay-per-click ads, organic SEO, or a PR campaign!

And here’s the best bit. The client gets to enjoy the 30% boost next month, and every month after that, at no extra cost!

Of course, there’s always more we can do with conversion optimization. The sky’s the limit.

If you’re interested, here’s the design I sent to the client. It has more changes than what could be implemented this time round, including the logo and navigation.

10 Comments Leave a comment

  1. Jordan Dick says:

    Hi Ben,

    Great work! Just curious, why did you opt for the full redesign of the home page?

    Why not track small changes first–to see impact each change has. You know, change the copy first and test. Then add an image and test, etc.

    Or, maybe you just felt their home page was a total disaster and needed a refresher?

    The reason I ask is, how do we know when to change everything or just something? Especially if the client is already having some success.

    -Jordan

    • Ben Hunt says:

      Good question Jordan.

      I guess, when instinct and best practice tell you that almost every element should be replaced, removed, or redesigned, it’s time for an A/B test.

      The preferred approach is to go for the broad-strokes changes first: offering, addressing a problem, proof, and getting visitors to notice your focal point first (simplifying).

      Assuming that works, then you can think about polishing.

      But “broad strokes” doesn’t necessarily mean a full page redesign. It could be just text changes. In this case, though, I thought I needed to clear so much out, and replace with other stuff, so it ended up being a drastic change.

  2. Jordan Dick says:

    I see, thank you.

  3. Derek says:

    It’s really interesting to see how their designers went from your mock up to their implementation.

    Reminds me of Chinese Whispers.

    • Ben Hunt says:

      I think it’s a case of designers feeling compelled to make changes to make something their own. Personally, I don’t think the inverted gradient on the CTA button helps. Buttons should look like buttons.

  4. Jesse says:

    It doesn’t look like this is live yet? Did they opt to not go forward with it?

    • Ben Hunt says:

      Hi Jesse. It’s still being tested. Testing should be an on-going thing.

  5. Giles Vernon says:

    Nice re-design.

    Slightly off-topic, but can you advise on any decent Adwords alternatives for gambling related sites? Restrictions in the UK mean Google will only accept ads from sites that are registered bookmakers. Very frustrating.

    • Ben Hunt says:

      Sorry, Giles, but PPC isn’t in my special powers. Have you considered Facebook? I see a lot of gaming ads on there, but it probably comes under the same legislation.

  6. Andrew says:

    Great conversion insights! Sometimes the little tweaks can make a world of difference!

    FYI, if you have a script blocker installed like NoScript – it does not redirect to your new homepage.