GPWA Times Magazine - Issue 25 - June 2013

around a site for any longer than is nec- essary, operators risk losing them forev- er. Information needs to be relevant and immediately available. “When aiming to maximize conversions, make it as easy as possible and involve the least number of steps from the point when a user first arrives on your site to when they’re engaged and playing for real money. The affiliates and operators that have achieved the least number of steps from sign-up to deposit are the best performing.” Mobile affiliate pioneer Sasha Meakin has experimented with a number of op- timization techniques, and when asked how important device detection is, ex- plains that affiliate sites should concen- trate purely on the most popular smart- phone and tablet devices. “WordPress can take care of most smart- phone requests,” she says. “For affili- ates that have sites built on other con- tent management systems it’s worth investigating Mobilizer solutions, such as DudaMobile, which can mobilize a conventional site and redirect traffic.” The most vital areas for affiliates to fo- cus on when considering how best to facilitate the mobile user experience, according to Meakin, are “good page- loading speed, choice of offers, clear calls to action and the offer of an alter- native option that may better suit their needs.” For operators to improve con- version and the overall user experience when players first register and/or wager on a mobile device, Meakin reiterates how important it is to understand cus- tomers by asking them what they want. “Facebook is one good way of doing this,” says Meakin. “Also make sure any offers are easy to redeem, clearly communicated and crucially promise and deliver fast payouts.” Operators and affiliates may need to take action in these areas independently, but converting customers should also very much be a collaborative approach, Meakin concludes. In order for affiliates to improve mobile conversions, opera- tors can display unique player offers, of- ten for high-volume sites. “View each affiliate as an investment with uncapped returns potential,” and, whether working across mobile or on- line, “pay a fair rate of the profits,” something any gambling affiliate would agree with. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Louis Deering is a senior affiliate manager at Income Access. “With the influx of new, more accessible and cheaper handsets, smartphone penetration in Europe’s five largest economies combined has crossed the 50 percent threshold for the first time.” 10 key points to consider: Focus on most popular smartphone and tablet devices Consider device detection software WordPress is able to process majority of smartphone requests Don’t be afraid to experiment with different techniques Know as much as possible about what user is looking for Create pages and display information based on that knowledge Information should be relevant and immediately available Page-loading speed, choice of offers, clear calls to action essential when optimizing site Make process as straightforward as possible with least number of steps from finding information and registering to depositing and playing Be prepared to rebuild site – mobile moves at a fast pace 1 2 3 4 5 6 7 8 9 10 11