UX Lessons From Online Casinos: What Marketers Can Learn
Digital casinos may not look like complex platforms driven by the most advanced algorithms. Its because companies must construct them in such a way that any user can very easily navigate them, and use them with the final purpose of having a chill, relaxing betting session.
If you take a closer look, they are some of the most refined digital experiences on the web. Behind bright colors and attractive designs, a sophisticated combination of user experience, design and psychology, and data-driven optimized mechanism is constantly at work. Casinos are giant
Flawless User Flow and How to Keep Them in The Zone
What casinos want from their users is for these individuals to spend as much time as possible on their platforms. The final goal is to convince them to engage with the games, place bets, and create a financial exchange between them and the user.
The whole process is very delicate, and even the smallest inconvenience can interfere with the users natural wish to deposit. What casinos do is work to eliminate friction. From the first moment a user lands on a page to the point they place a bet or spin the reels of any available slot, the whole journey has to be smooth, extremely intuitive, and without any distractions.
This is how experts at SlotsCalendar would define a flawless user flow. They are user-centric, so we took their platform and guides and identified how experts see casinos, their navigability, and how they position themselves in relation to how casinos strategize their user flows. We have detected three key strategies casinos use to create flow by looking at how expert analysts criticize their platforms:
Three Main UX Strategies That Enhance User Flow
- Keep the number of clicks to a minimum: From an effective navigability point of view, you will see that you dont need to press more than 2 or 3 clicks to start a game. Actually, it can only get better because certain operators feature their games right on the homepage, and the only effort required from you is one single click to start a game.
- Persistent navigation: Navigating through the pages of a casino will always feel easy. No matter what page you are on, you can still get to any other game or category page in less than three clicks. For instance, casinos will keep implementing intuitive sidebars and sticky menus and present you with multiple game options that you can choose from at any given time.
- Micro-interactions and feedback loops: Messages like We are optimizing the experience for you or Youve won! have the role of keeping the interaction between the users and the platform alive, creating a line of indirect communication, sending information to players without interrupting the betting session.
These three distinct strategies can not only create the proper environment for a flawless user experience but also help with user retention and increase conversion rate. As a marketer, you should be aware of your funnels structure. Is there friction in signing up for a newsletter, downloading a magnet, or making a purchase? Make use of tools like Hotjar to see where the navigability of your funnel slows down.
CTA Placement That Converts
If there is one thing casinos know how to take advantage of, it is the CTA button. It is actually surprising how far casinos have taken their call-to-action strategies, considering that most of their buttons are CTAs. Think about Claim it now! Spin! Start! Select! Choose your favorite! and so on.
Casinos are constantly inviting you to take action, and judging by their huge audiences, it seems like it works.
What is a CTA?
CTA, or call-to-action, is a term marketers use to describe their attempts to convince the user to perform a task or engage with a certain element on a digital page. CTA is a marketing tool that, if used correctly, can help you achieve your results, generate sales, or make a profit.
Marketers can look at how casinos use the dynamic of a CTA and imitate it in order to obtain positive results. The standard Buy now! CTA is no longer effective. You need extra, smaller call-to-action buttons leading into this final one. Learn more! Go to the next page or Next page! are examples of CTAs you must implement to keep the user engaged.
According to CXL Institutes CTA testing research, button clarity and positioning have a 15-35% impact on conversion rates. Casinos are masters of testing and optimizing this in real-time using A/B testing engines like Optimizely, for example.
Triggering Emotion & Action Through Colors
Casinos know their tricks and are masters at identifying what catches players attention. Apparently, they use color psychology to create excitement and joy and build up FOMO. We bet you feel way more relaxed when interacting with a game screen full of green elements. And if you pay close attention, casinos use a lot of green when displaying win messages, as its associated with success and calmness.
Following the same principle, you will see red and gold dominate the interfaces of casino websites because they represent urgency, wealth, and excitement. For more serious aspects like financial actions, deposits, withdrawals, or the transmission of professionalism and safety, casinos usually use blue and neutral grey colors.
The most iconic example of a digital platform that still has a truly appealing look is 888 Casino. They use consistent dark themes with bold neon highlights for all of their platforms, tapping into a nightlife and futuristic aesthetic.
As a marketer, you should know how to use colors when sending a message, regardless of the type.
Personalization & Retention
The key to improving your user retention is creating a personalized experience for each user. Try to register at any casino, and once you are inside, the experience becomes hyper-personalized. All the game suggestions adjust to your playing history. Promotions align with your game preferences, and the interface even shifts to match your habits.
After a thorough review of the existing literature and research on personalization and customer loyalty, Shezan Ahmed concluded that in his study, personalization can be a powerful tool for increasing customer loyalty and retention. By providing personalized experiences, businesses can increase customer engagement, satisfaction, and lifetime value. Personalization can also increase the chances of upselling and cross-selling. However, businesses should be careful to implement personalization effectively, striking a balance between personalization and privacy concerns and ensuring that personalization efforts align with overall branding and messaging.
As a marketer, you should take a look at how casinos manage to use all the data they collect about their users behavior in order to build custom user experiences:
- Behavioral targeting: The whole layout of the page provides game recommendations based on player preferences.
- Promotions: If a user has the tendency to play slots 80% of the time, the platform will push free rotations offers to him or her directly.
Final Words
Casinos are built around one fundamental UX principle: minimize friction and maximize engagement. They create experience, implement strategies to achieve personalized products, and do their best to create per
Read more: https://www.tronweekly.com/ux-lessons-from-online-casinos-what-marketers-can-learn/
Text source: TronWeekly
