Online casino sign-up conversion optimization

Betsafe igaming online casino


Betsafe is one of the leading online gaming brands worldwide. They are considered one of the most trusted and reliable gaming companies in the market, with over 450,000 customers across 100 different countries.

The challenge

I was presented with the task to come up with ideas of how to optimize the sign-up journey from a sports betting landing page that was not converting well. With some big sporting events coming up I saw it as a vital step of the journey to optimize the user sign-up process, and ensure the brand was able to maximize on the traffic levels coming in.

My role

As the UX/UI Designer, it was my task to deliver a new journey for the page traffic by optimizing and redesigning the current registration pages for users directed from a promotional landing page. The primary objective to gain more sign-ups and improve conversion and ensure the solution was optimized for both desktop and mobile devices.

The process

Competitor research gave me some specific and general insights into sportsbook landing pages, tools such as Hotjar also provide useful information such as heatmaps and clickmaps to see what users are doing on the page. Informal user interviews and on-site surveys could also be useful to understand user’s current challenges and pain-points.

UX and UI

From initial sketched wire frames and user journeys, I generated a range of ideas surrounding the arrangement of the UI, functionality and interactive elements. From this I created visual mock-ups for desktop and mobile to visualize the user journey and interaction.

Betsafe igaming online casino user journey

Betsafe igaming online casino wireframe

Betsafe igaming online casino wireframe

One main consideration was to change the main banner image for something more descriptive of sports betting, this could also change depending on where the user is arriving on the page from, or on a rotational basis to coincide with current sporting events. Another consideration is the type of messaging used on call to actions, for example – sign up now, create account, sign me up, continue, bet now, etc. Different messaging can have a big impact and this is something that could be A/B tested.

Visual design

Betsafe igaming online casino desktop

The solution

By visualising the users end‐to‐end experience across various screens, I identified where we needed to focus attention to detail in the registration process.

The summary of updates include moving the call to action higher up the screen, moving the email and password fields to the landing page to shorten the length of the registration journey. I adjusted the layout of the form for easier readability and included the double deposit message on the registration page to reiterate the incentive to the user. On mobile the goal was to keep consistent with desktop and I scaled back anything that wasn’t necessary on a small device, by doing this I created a clean design with a clear process of registration. On the desktop registration page I removed the top menu navigation bar so as to avert distraction and prevent the user from navigating away.

Betsafe igaming online casino desktop

Betsafe igaming online casino desktop

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