GPWA Times Magazine - Issue 17 - September 2011

Click to Registration Bookie Click To Reg % Bookie 1 18.3% Bookie 2 10.8% Bookie 3 9.6% Bookie 4 9.0% Bookie 5 8.5% Bookie 6 6.8% Bookie 7 6.7% Bookie 8 6.7% Bookie 9 6.5% Bookie 10 6.4% This is a sample of 10 bookmakers we work with currently. You can see the massive differences in conversion rates of our traffic from click to regis- tration, with the worst being 6.4 per- cent and the best 18.3 percent. Knowing these allows you to select whom to work with, and to cut those who are wasting your traffic. Why waste your traf- fic with a bookmaker converting at 6.4 percent when you know you can get 18.3 percent conversion elsewhere? You can use this information to actively work with bookmakers to try to improve their conversion rates. Together you can look at the landing page: Is the sign-up offer prominent enough? Perhaps you could look into doing a co-branded landing page specific to your site, with clear instructions on how to register and redeem the sign-up offer. These are all simple, basic online marketing steps that will help improve conversion rates and most importantly optimize your re- ferral traffic. Again, it’s about sharing information and working with affiliate managers to improve performance. Registration to Deposit Bookie Click To Reg % Bookie 1 81.1% Bookie 2 79.7% Bookie 3 79.0% Bookie 4 64.4% Bookie 5 63.8% OLBG.com is primarily a sportsbook site, so keep this inmind when looking at these stats. The registration to deposit percent- ages are quite consistent, on average 75 percent. If you’re promoting U.K. sports- books, you should be getting stats similar to this. U.K. sportsbook sites are quite good when it comes to this step. There are a few reasons why some bookmakers are a little lower than the 75 percent average mark – e.g., some are stricter than others on ID requirements or they simply don’t have enough funding options. Deposit toFirst Bet –The final step Bookie Click To Reg % Bookie 1 99.7% Bookie 2 99.3% Bookie 3 98.7% Bookie 4 96.2% Again, these figures are pretty consistent, with no major discrepancies to be found. You shouldn’t be seeing anything below 95 percent. If you are, have a chat with your affiliate manager and ask if there are any issues. Typically, there shouldn’t be a drop-off here. The figures should be within the high 90s, but still worth your while monitoring. These are the main stats we monitor, and based on the information we glean from them, we make decisions about whom to promote. Most of these stats should be available on the bookmakers’ affiliate backend. If they are not, talk to your affil- iate managers about setting up monthly reports for you. It is important that you understand who is optimizing your traffic and who needs to make some improve- ments. Once you have that information, share it with other affiliates. Talk to the underperforming bookmakers, tell them they need to make some improvements and offer some suggestions on what they can do to optimize your referral traffic. Now go out there and start talking to other affiliates about their stats. If we work collectively, we can make this in- dustry stronger. Sinead Lambert is the Online Marketing Manager for OLBG.com. She is primarily responsible for OLBG.com’s live odds solu- tion, winner of Best iGaming Innovation in 2011. “ We’re not asking you to disclose your family secrets, just some insight on conversion rates. ” 35