Is your business in an industry that does well in good times and in bad? For example, if you’re a successful brewery your business would tend to fair well through these economic ups and downs since many people like to celebrate the good (e.g. getting a new job) or the bad (e.g. losing your job). Another stable industry is gambling.
The successful companies in the gambling industry spend a lot of money to impress you. When you’re playing blackjack they offer you free drinks. When you enter their building you see waterfalls and beautiful people all over the place. Even the buffets are also surprisingly good and don’t cost very much. But for the purpose of this blog, we’re concern ourselves with how they operate online.
Casinos spend a lot of money making their websites look attractive to get you to do something – book a hotel room, sign you up to a mailing list or get you playing some online games. Visit the Monte Carlo or casino.ladbrokes.com websites for a couple of ideas. If you’re starting out with your website, it’s not recommended that you spend a lot of money to get the information or money of your visitors. Simply implement some of the following tips and you’ll be well ahead of your competitors.
- get a good theme – you can spend thousands of dollars to hire a design team or you can simply pay $75 for a cool premium wordpress theme. There is often a big difference in quality and price between a free theme, a premium theme and hiring a professional. By staying in the middle you get good results for a good price.
- less is more – companies like Apple and Google thrive on having simple webpages that are a pleasure to visit. Too much stuff on the page and too many people will be bouncing off your site to your competition.
- listen to your customers – this is a great way to improve your website, especially in the FAQ page if you have one (highly recommended for most sites). Customer input is also critical for product or service development so don’t let the suggestions stop at your website.
- give more – Zappos and other companies have been successful because they go over an above for customers (such as upgrading to a faster shipping time for free). What can you offer that your customer won’t expect? Maybe a warm cookie when they arrive (i.e. Doubletree) or a help anytime and anywhere you are (i.e. Mastercard). Be sure to under promise and over deliver, not vise-versa.
Yes, casinos will probably always have a kick ass website and a much larger operating budget than you. But if you keep focused on a simple and fun user experience, you can have the same or a better conversion rate than the big guys.
What website technology or design tip do you have for someone looking to improve website conversion? Let us know in the comments below.