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Performance Marketing
Jackpot City was losing millions in potential revenue through a leaky registration funnel. Player drop-off exceeded 70% between landing page and first deposit, with particularly severe losses on mobile devices. We conducted 200+ A/B tests across the entire player journey — from landing page design and registration flow to deposit page UX and onboarding sequence — uncovering insights that dramatically improved every step of the funnel.
Jackpot City Casino was bleeding revenue through a poorly designed player funnel. Analytics revealed a devastating picture: 78% of landing page visitors bounced within 10 seconds, only 12% of those who started registration completed it, and just 23% of registered players made a first deposit. On mobile — which accounted for 72% of traffic — the numbers were even worse. Heatmap analysis showed players struggling with a 7-field registration form, confused by a cluttered landing page with 40+ competing elements, and abandoning the deposit page due to trust concerns and confusing payment flows. The team had been applying surface-level fixes (button color changes, headline tweaks) without addressing the fundamental UX problems. Each percentage point of lost conversion represented approximately $180K in annual revenue.
We ran a comprehensive 6-month CRO program combining UX research, behavioral analytics, and rigorous A/B testing. Phase 1 (weeks 1-4) was pure research: 15 user testing sessions, full funnel heatmap and session recording analysis, competitor UX benchmarking across 20 top casinos, and player surveys (n=1,500) on registration and deposit friction. Phase 2 (weeks 5-16) was systematic A/B testing — 200+ tests across the entire funnel. Key wins included: reducing registration from 7 fields to 3 (email, password, currency) which boosted completion by 67%; redesigning the landing page with a single focused CTA and social proof above the fold (+34% CTR); implementing a progress-bar onboarding sequence that guided new players through their first deposit (+45% FTD rate); and building mobile-native deposit flows with one-tap payment options (+120% mobile conversion). Phase 3 (months 5-6) focused on personalization: AI-driven dynamic content that adapted the landing page based on traffic source, device, and GEO. The final results across the full program: 85% higher overall conversion rate, 120% improvement in mobile conversion specifically, and 94% increase in revenue per visit. The projected annual revenue impact exceeded $12M.