Arnaud Gilbert 
It is no secret that the online gambling industry is competitive. Thousands of sites compete for as much of the player market as possible, meaning they all need to try to differentiate themselves.
However, being diverse and differentiating their product offerings can be challenging. Most online casinos try to differentiate themselves by providing game lobbies that are incredible in size. Some often include more than 2,000 games to choose from to try to incentivize players to join them, while others may just focus on the software developers that they use.
Other top online casinos will be able to offer various different bonuses and promotions to try and make themselves stand out from the crowd. They may make offers that appeal to a certain demographic or type of player, or they may create promotions that can entice and hook players in by grabbing their intrigue and making them want to explore more.
However, when it comes to these methods, they are something that everyone is doing and can be very difficult to stray away from. Of course, they have worked for years, and they can be easy enough to make a unique selling point (USP) out of. Casinos can focus on these aspects and drive forward with them, as they have been effective marketing tools.
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The Importance of Call to Action (CTA) Buttons
Nonetheless, it could be possible to argue that a marketing campaign or a technique is nothing without a strong Call to Action (CTA) button. These are powerful mini-messages that marketers will use to convince readers to click through and do what they want them to do. In terms of the online casino industry, this is to usually convince players to sign up and start using their products and services.
Compelling Copy
The message created needs to be compelling and persuasive. A marketer needs to convince the reader to click through to the desired casino page and convince them that they want to sign up and start playing. To do this, actionable language will typically be required, as this can force a customer’s brain to do as it says. Online casinos will use terms like “Join Now,” “Play Now,” or something similar.
In addition to being persuasive and compelling, it needs to focus on a sense of urgency, as this can force the human brain into thinking action needs to be taken. Casinos may do this by making it sound as though an offer is only available for a limited period of time. In doing so, the brain will make consumers feel as though they are up against it and may miss out on an offer that may never return, thus forcing them into action. Language can also be used to make it sound as though the customer can obtain a benefit by clicking on the link, such as when bonuses are being described. A phrase like “Claim Your Free Spins” can make a player feel like they are benefiting by being rewarded for clicking.
Visual Aspects of a CTA are Important
While the message is arguably the most important aspect of a CTA button, it is not the only key driver in creating a successful conversion. These buttons can be versatile, as they can appear in several ways. Some may even be designed to capture attention through their visual appearance.
By using visual designs, they can immediately capture a viewer’s interest. They can be made to stand out on a page, thus forcing the viewer to notice it and engage with it. Various visual aspects can be used to try and pique an individual’s interest, too. For instance, bright colors can be used to capture a person’s eyes, as can animations or drawings. The size of the button or the font used can also be influential in terms of conversion rates. Designers can make them as big or small as they want, while also placing them in an area of the site where they are likely to be seen.
Strategic Placement
Strategic placement is vital when it comes to designing an effective CTA button. They need to appear in a place where they will be seen, otherwise the likelihood of it being clicked is minimal. Again, the placement can determine the visual design of the button or the message being conveyed, but the former of the aspects perhaps makes it the most important.
In addition to having it placed strategically, this can help with other consumer behaviors that need to be met in order to make the CTA effective. Users will want to be able to trust what they are clicking and will want to be confident they are getting what has been promised. By placing it in a place where they can see it and know what it is all about through the copy crafted, they are more likely to take action.
Final Thoughts
The importance of creating an effective CTA button can not be stressed enough for an online casino. These buttons are influential marketing tools and can be a huge driver in creating conversions. By focusing on the design of these buttons, an operator can give itself a potential competitive advantage in a highly saturated market.
