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Site design is key for attracting signups, converting those signups to downloads and converting those downloads into deposits. The pitfalls along the path from visitor to player are many and even the most successful sites often miss critical elements in site usability
Traditionally, website development has been design led; that is, the business requirements are interpreted by a designer into a creative that contains the features, functions and attributes the site owner requires. Often presented in a way the site owner defines; these are, in many cases, entrepreneurial led endeavours and consequently the user has not typically been considered in the development process.
This is generally the case in iGaming, where site owners and employees of the organisations are also users. "We know what the gamblers need and how to make the site work for them, we are gamblers ourselves" is the general reaction usability specialists hear when critiquing a gaming site.
SPOTLIGHT: CASINO ON NET (www.888.com)
User behaviours are constantly changing and techniques that worked well in the past may no longer have the same effect. For example 888.com pops up a promotional screen in the top left corner off the home page. Players on a dial-up connection see that frame first, and because of the overuse of pop-up advertisements on the Internet, most users close this window before viewing its contents.
That being the case, an important message wants to be on the homepage, not in the pop-up "Banner blindness" is the phenomenon whereas users don't even see the banner on the page. Alternatively, they see the banner but choose to ignore it.
888.com has a clean, uncluttered homepage that gets users to their goals quickly and efficiently. Research links loyalty to customer satisfaction and there is a high correlation between customer satisfaction and a user's ability to achieve their goals: i.e. intent vs. success. 888.com's simple navigational structure, intuitive content grouping and s straightforward labeling allows you to get to games quickly and easily with a horizontal menu structure providing additional features and functionality for the new or returning user. 888.com does however give a sense that the website was designed for experienced intermediate/hard-core Novices who may want to learn more about the games are not catered for. As online gaming conversion rates are reducing as the acquisition of hard - core gamblers levels out, a greater reliance on novices for new business must be catered for. A good example of catering to the neophyte gambler can be experienced at www.InterCasino.com, where preview movies of most games are available.
Caveat: Designing for the theoretical user is a dangerous approach. It is imperative that the actual user base has an input into the development process.
The goal of 888.com is to get visitors to install their software. Instructions for doing so are commendably simple and easy to follow. Whether or not users understand the download requirements is a different question. A player migrating from sports betting to casino may be unfamiliar with the casino technology formats and may be put off at the thought of download in software if he is not informed of the process. The download at 888.com website takes 10 to 12 minutes on a dial-up connection. Is this a problem? For some users certainly it is. T h e re f o re 888.com wisely offers a no-download version from sister site Reef Club Casino.
When it comes to registration, the process is simple and straightforward. However, there is only one entry box for email address so there is no confirmation, which makes support harder in the future if the address is mistyped.
Additionally, on completion of registration, players are issued with a user name and password, which they are required to write down. These details sent by email would make saving this important information a more intuitive process.
Depositing is simple although I suspect a high abandonment rate as users are told that the minimum deposit is $50, the user isn't told this until after trying to deposit less that $50.
"Can I never let my balance go below $50, and if so what are 888.com doing with my money?" Comments like this pop up in usability tests all the time, and a lack of information is usually a bigger problem than the minimum deposit amount.
TEN THINGS TO CONSIDER WHEN DEVELOPING YOUR CASINO WEBSITE:
1) Know who your users are. If you don't know, find out. DO NOT assume.
2) Put your users at the centre of your development process.
3) Keep things simple. Use language that is easily understood. "Java site loading" means nothing to my mom, and she gambles online.
4) Get the simple stuff right. There is no excuse for processes not working.
5) Don't assume that because you can use your site everyone else can.
6) Don't trust anyone; test everything for usability, preferably with a specialist.
7) Marry your business goals to those of your user. Where they meet is where the money is.
8) Make sure your page download speeds work for your audience.
9) Don't be complacent about your success. Online player interaction is always evolving.
10) Calculate the ROI from what you do to the site. Know you are adding value.
This article was featured in the October 2003 issue of iGaming Business Magazine.
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