World Cup landing page conversion optimization

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Betsson is a leading online gaming brand in the Nordic countries. They offer a wide range of first-class online gambling products and games including over 4000 sports betting channels, a large range of casino games and a massive online poker presence.

The challenge

The brand needed help to optimize the welcome bonus landing page for new user sign-ups in time for the 2018 World Cup. Their biggest goal was to improve interaction and conversion across the brand landing page by optimizing the current page with sports betting customers.

My role

As the UX/UI Designer, it was my task to look at the current landing page and come up with ways to optimize the page by redesigning for both desktop and mobile devices with the focus being on the 2018 World Cup welcome offer landing page for new sports customers.

The process

I carried out some research via heat-maps, click-maps and page recordings on our current landing pages to see how our users are interacting. From these insights, I came up with some concepts on how to improve the layout and content on the page.

UX and UI

From initial wire frame sketches, I generated some mockups to visualize the arrangement of the UI, layout, functionality and interactive elements. Putting myself into the mind of our users I attempted to visualize what they would be most interested in.

Visual design

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The solution

As the focus was on the sportsbook side of the business with the 2018 World Cup just around the corner, we came up with the concept of adding live betting odds from up-coming World Cup football matches directly onto the landing page. This solution aimed to improve interaction on the page as new users would be presented with an attractive welcome bonus offer alongside our competitive sports betting odds. It would also give customers a bigger propensity to click through and sign up.

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