User experience matters regardless of the online service in question, but casino sites are particularly influenced by the principles of good UX design, and a lot is at stake for operators and customers alike in this regard.
Let’s look at why UX is so instrumental in the case of online casinos, and what elements separate good from bad design for top platforms on the market today.
Ensuring user convenience
Bringing new customers into the fold is very expensive for online casinos; it’s not just about making sure their brand is visible and well known, but also about incentivizing sign-ups with bonuses and rewards. All of this adds up, and since conversions are so costly to achieve, the actual sign-up process needs to be as convenient and frictionless as possible.
This is where UX and UI go hand in hand, and also where third party integrations matter most. For example, if you check the latest Trustly casinos, you’ll see that adding a reputable payment platform which also has its own, established solution for handling transactions, is a popular option for modern gambling operators.
Once a new customer has created an account and deposited their first wedge of cash, they are inevitably incentivized to spend it; getting to this point is all down to convenience-oriented, efficient UX design.
Accommodating different display & input methods
The next crucial aspect of UX in an online casino context is how sites are showcased and engaged with across the array of devices which users will invariably be harnessing.
As well as desktops and laptops, no modern casino site can afford to ignore the vast, vocal group of mobile users who will make up the largest proportion of their customer base.
The experience needs to be consistent across as many platforms as possible, and this not only covers things like interface elements and images, but also how well the service runs on the hardware that is at its disposal.
Catering to mouse and keyboard as well as touchscreen devices, and scaling to suit displays from the pocket-sized to the gargantuan is undeniably a challenge. Yet it is also one faced by developers across the software spectrum today, especially in the entertainment space.
Sidestepping confusion while still showcasing casino games
It’s not unusual for online casinos to have hundreds or even thousands of different games for customers to enjoy. This can make sites feel unwieldy, especially if they attempt to cram too many options down the throat of visitors as soon as they arrive. On the other hand, if the games available aren’t adequately advertised, players might not realize the breadth of experiences on offer to them.
This balancing act is the crux of good online casino UX design, and is perhaps part of the reason why a lot of the top performing sites look somewhat similar to one another.
That is not to say there is no room for differentiation or innovation, but rather that in order to break the mold, newcomers must also accept that site layout cannot be configured in a way that sacrifices coherence.
Pursuing change and evolution
Arguably the most important aspect of UX design in online casinos is a willingness to review how the current setup is performing, and being enthusiastic about switching things up if some aspect is not working well.
From looking into bounce rates and tracking visitor behavior, to asking customers for their feedback via surveys, there are many metrics and means by which these changes can be shaped. All it takes is for online casino operators to recognize that making mistakes is unavoidable.