The conversion rate is the percentage of people who clicked on an ad and then signed up for the sportsbook. It differs from other metrics because it shows the effectiveness of the ad copy and landing page. Thus, we made a guide on improving the conversion rates of a sportsbook. Our goal is to help bookies who are struggling to convert their visitors.
Many people concentrate on the landing page component of CVR, but I always consider it to be the connection between the intent, the advertisement, and the destination. The conversion rate will suffer if your advertising is effective, but your landing page is subpar. On the other hand, your CVR will be impacted if your ad is powerful but the search query’s purpose is weak. Also, you can use demographics to get more sportsbook clients.
When considering how much CVR is declining, practically every industry is affected, which is shocking. Given the widespread disruptions brought on by the pandemic, it is likely that a large portion of this is due to the quickly shifting sportsbook pay per head climate. However, I don’t think that’s the only reason the decline happened.
Improving Conversion Rates of a Sportsbook
Aside from landing pages, the first thing you should do is improve the consumer journey. Always match a relevant ad and subsequent landing page with the intended audience. But as I said, optimizing landing pages is only one aspect of CVR. The user’s complete journey from the search to the ad to the landing page should be thoroughly optimized. To accomplish this, you must map out your customers’ journeys, continually acquire consumer insights, and use your data to pinpoint crucial touchpoints, pain spots, drop-off points, and other factors. Those are some things to consider after you open a sportsbook.
Additionally, we advise ranking phrases according to purpose. Prioritizing keywords, by definition, is a fantastic strategy since it allows you to narrow your attention to those particular phrases and inquiries, which will then direct the remainder of your plan. It may also be quite competitive if your search phrase has a high level of intent. Finally, your conversion rate should increase due to the time and effort you put into tailoring your advertising and landing pages to these keywords.