Project Overview
Casino Tops Online (CTO) is a leading platform for online casino reviews, helping users find and select the best online casinos. Our goal was to enhance the user journey by focusing on transition points, particularly from Google to CTO and from CTO to partner sites. In the competitive online casino industry, seamless, engaging, and reassuring transitions can make a significant difference in user experience and retention.
Challenge
Users typically remember specific aspects of their journey (Peak-End rule):
- The Peak - what they enjoyed the most
- The Transitions - the initial impression and ending interactions
While CTO excels in delivering detailed reviews and offers, the transition experiences – from Google to CTO and from CTO to partner sites – lacked intentional design and missed opportunities to engage, reassure, and build trust.
Transition Points & Identified Issues
1. Transition from Google to CTO
Current Issue
The first section on the page, positioned above the fold, currently functions as a promotional area pushing users to claim a bonus and navigate to a partner site. However, this "grab-a-bonus" messaging resembles an ad, triggering banner blindness where users unconsciously ignore elements that look like ads. This leads to disengagement and potentially causes users to miss the valuable content below.
User Perception
Users arriving from Google may feel overwhelmed or suspicious if the first thing they see is a push to claim a bonus. This can erode trust, as they are looking for information rather than immediate conversion.
Proposed Solution
Redesign the above-the-fold section to appear less like a sales pitch and more like an information hub.
Actionable Steps:
- Shift Focus: Start with an introductory message that offers insight.
- Social Proof Integration: Incorporate real user ratings, testimonials, or a simple indicator like "Reviewed by over 10,000 users" to establish credibility.
- Secondary Call-to-Action: Rather than immediately urging users to take a bonus, provide a subtle prompt like "Read review" that allows users to take the next step when ready, overcoming the initial blocking effect.
By reframing the above-the-fold content, we can create an inviting and informative atmosphere that encourages users to engage with the page rather than scroll past or leave.
2. Transition from CTO to Partner Site
Current Issue
Once users decide to visit a partner casino, they're presented with a generic transition page that briefly mentions that they're being forwarded. This page lacks personalization and doesn't reinforce the quality of the user's choice, leaving them feeling detached and possibly uncertain. Users may perceive this as CTO's disengagement now that the referral action is complete.
User Perception
Much like a travel agent who simply hands over a ticket without further acknowledgment, this transition can make users feel undervalued.
Proposed Solution
Redesign the transition page to reassure users of their choice, reinforce trust, and provide an invitation to return and rate the casino experience.
Actionable Steps:
- Contextual Messaging: Display a congratulatory or affirming message based on the partner's rating. For casinos with a high rating (e.g., 8/10 and above), a message like "Great Choice! We rated [Casino Name] 9.1/10" provides positive reinforcement. For lower-rated casinos, messages like "Have fun playing!" keep the tone light and enjoyable.
- Encourage Further Engagement: Include a message inviting users to return to CTO to share their experience. This subtly implies that their opinion is valued and contributes to the community.
- Visual Cues: Use a badge or symbol indicating that the site has been "Tested and Approved by CTO" to boost confidence.
By enhancing the transition page, we can create a more thoughtful handoff to the partner site, reinforcing CTO's brand commitment to quality and user experience even after the referral.
Conclusion
By reimagining the transitions, we not only improve user satisfaction but also align CTO's user journey with the values of trust, information, and engagement. These changes transform passive moments into meaningful interactions, helping users feel that CTO values their entire journey – from the moment they arrive to the moment they leave.
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