Short vs long list of casinos/bookmakers

[dannyx]

Often when reviewing the GPWA, I have seen differences of opinion as to the list of operators that are on the home page as well as generally promoted.

In many posts, when someone gave their site for evaluation, I saw differences of opinion from those responding.

Some said there was too much choice and it didn't look good and was distracting.
Others that too few and it doesn't look authoritative and people like to have a choice.

What is your opinion on this topic?

[baldidiot]

Depends on the topic. If it's bonus related people probably want to see a bit fat list of offers. If it's answering a best/what/where query then I think a smaller more focused list is usually better (eg: "best casino app" or "razz poker sites").

[edgarf76]

I put 4-5 but I was going to pick 2-3. Too many choices confuses people.

[Christiaan]

I agree with @baldidiot, it depends on the page. If it is just a homepage or a list in a sidebar, I usually try to do max 5. If it is an overview of all offers etc you will make it as long as all the offers.

[NoDepositCasinos]

I share the same opinion as Baldidiot; it truly depends on the subject matter. Nevertheless, personally, I believe that the list of operators should not exceed 10.


If I can create a strong top 3, that would be my preference. However, I must confess that my lists typically range from 5 to 10 (although I make an effort to emphasize a noteworthy characteristic to add value to the list and avoid it becoming a mere collection of names).

[universal4]

Agree shorter lists are better in many cases.

Ask yourself, "which one is the best?"
Answer "These 40."

Is that a correct answer?

Agree though, there might be situations where longer lists does make more sense such as was mentioned, bonuses, accepts US players, accepts a certain payment method, has slot machines, is always open on a Wednesday, etc.

Rick
Universal4

[Mattbar]

Totally depends on the page. I try to keep the homepage focused with 5-10 brands, then bonus and site list pages are long as that is what people want to see, 'best for' pages focused on 1-3 brands.

[PaulEchere]

The answer here would largely differ based on your circumstances.

For a large portion of affiliates out there, the home page gets pretty much 0 organic traffic. Home pages are usually targeting very "general" and extremely competitive KWs. Therefore relying getting organic converting traffic to the homapage is so much of a longshot that it is not even worth pursuing.

Is the above situation, the homapage should be best used as something to build out your website's structure / internal linking between relevant pages / to the most significant ones / etc. This would usually mean that you will have more brands listed on the homepage and with more links to various pages covering those brands / grouping them based on different properties, etc.

If you are in a position where your homepage is getting organic traffic (that's not random) - you might want to optimize for user experience. And I, tbh, don't have all that much experience with this specifically, but in general people get scare when there is too much choice. Creating an obvious and explicit list of up to 5 brands will likely result in people clicking on at least one of them. Then again, you might want to use something like hotjar for a short period of time to get a better understanding of how people use your website.

[xecutable]

Why limit yourself with either option, when you can have both? Google has started doing it on mobile, by introducing the Load More button. Showing the initial 3-5 with a Load More button for those wanted more choice. Seems like the clear choice for me as it's the best of both worlds, without having to guess or experiment very much.

[MichaelCorfman]

Dannyx, good poll question. We are going to feature your poll in today's GPWA Times Newsletter.

Personally, I don't think there is an obvious fixed answer. Behind the scenes, I think it is necessary to have a long list, and then to prioritize and present lists to site visitors based on the user and the context. For example, if a user is in a particular country (based on IP address), with a particular native currency and their browser has a specific language preference, then it make sense to filter what they are shown based on whether play is accepted from that country, whether the native currency is supported, and whether the site is offered in their preferred language. If one is filtering what is shown to a visitor in this fashion, then very long internal lists are required to present appropriately filtered lists to users. In our case, we filter the lists further depending on what the user is looking for. For example, are they looking for a site that offers a specific game? We generally list bonus offers available, and so try to include more choices, but ranked in order. In that context I like to see more results. Better, for example, in Google, to have thousands of search results even though one is not likely to look past the first few.

Michael

[LowFlyingBird]

After many years of observation.

The pattern that I would say works best for Sports Betting Ladders is top 5.
80% of clicks will occur among the top 3 offers/brands.

Some affiliates rotate the ladder and or better GEO target the brands and offers based on the IP visit.
This improves quality of click and click to signup conversion rates.
High click to signup conversion rate would be around 5-6%

Sample of how top performer metric could differ.

Affiliate targeting US SEO organic traffic rates:
Top performer could look like this b/c of higher volume lowers conversion rates
#1
US Signup conversion rate 1.62%
Deposit conversion rate 19.5%

Lower volumes but higher quality keywords and ranking could look like this:
#2
US Signup conversion rate 5.85%
Deposit conversion rate 25.5%


#3
US Signup conversion rate 5.30%
Deposit conversion rate 38.5%

Not all clicks are the same each niche produces different types of visits.
Finding what works for you is key.

Also, note that just b/c you like site123.com, that doesn't mean your traffic will convert at site123.com.
Nothing wrong with site123.com just your SEO organic traffic may not have any impact for them.

In the Casino space it's more common to list 10000x brands.
Knowing that conversions will only funnel to top listed brands.

IMO - Casino Branding might not hold as much value to a customer conversion.
The importance is offer, impulse and GEO fit itself.

[Cash Bonus]

I agree with Mattbar on this one. It all depends on what you want to offer to your audience and what your expectations and desired outcome, are going to be.

[Parth84]

A big fatty list may confuse players. Me also working to go with a shorter but relevant list.

[wonderpunter]

Some I will do 10, oithers 5.. and some 20, if im targeting global then even more. there is no set way its nest to test as lower converting brands may take away potenital conversions, or extra listings may convert visits that may not usually convert, you need ot find a balance

[dannyx]

As has already been said a lot depends on the topic etc.

However, I personally would not take an offer from a site that presents 1-3 offers. It would immediately seem to me typically sponsored and not objective.
5-20 seems ideal. Above that is a bit of a distraction. On the other hand, large lists give me the impression of authority, exhaustion of the subject.
It is known that objectivity on affiliate sites varies, but I am concerned with the impression itself.