At Wndeer, our team focuses on building interfaces and marketing designs for gambling products that do not just meet visual standards but also deliver measurable user actions. When it comes to bonus offer pages — arguably one of the most conversion-critical assets in iGaming platforms — design and copywriting decisions can affect registration rates, retention, and player value per visit. Over the past five years, we’ve designed and tested more than 70 variants of bonus pages across sports betting, casino, and hybrid gambling platforms. Below, we will break down the components of a successful bonus offer page and provide real-world figures based on known results and published A/B tests.
Structuring for Action: Design and Layout Choices That Work
A successful bonus offer page must move users to a specific action — usually registration or deposit. To achieve this, the layout must create visual hierarchy, support clarity, and eliminate distractions. For gambling products, this often means keeping the path from bonus headline to CTA short and uninterrupted.
In 2023, a leading European sportsbook (Betano, operated by Kaizen Gaming) ran a design experiment that included 500,000 users over two months. Their A/B test focused on three bonus page variants. The highest-performing version had a simplified layout: top-half banner with bonus value and a short description, a one-sentence eligibility condition, a bold “Claim Bonus” button, and a legal T&C note directly under the CTA. This version increased conversion from 4.3% to 6.7%, a 55% improvement. The low-performing variant buried the bonus terms in expandable toggles, required users to scroll for CTA access, and used multiple competing visual blocks — resulting in a conversion drop to 3.2%.
A typical high-converting structure includes these zones: (1) bonus hook with numeric clarity (e.g., “100% up to €300”), (2) qualifying criteria in one sentence (e.g., “Min deposit €20, 35x wagering”), (3) CTA button above the fold, (4) expanded explanation below for more curious users, and (5) visible footer disclaimer. A good example of this structure can be seen in LeoVegas’s welcome offer page, which places the €100 bonus, “18+” notice, and “Play Now” CTA in the first screen.
Animations, sliders, or auto-rotating carousels almost always hurt bonus offer page performance. Eye-tracking studies conducted by Nielsen Norman Group in 2022 confirmed that rotating elements reduce content comprehension and lower perceived trust in the offer. In the gambling sector, where trust and regulation are constantly scrutinized, any gimmicky design decisions backfire.
Text That Converts: Clarity Over Cleverness
At Wndeer, our team has reviewed over 400 gambling landing pages from operators in the UK, Malta, Germany, and Canada. The pattern across the most successful versions is simple: users want numbers, conditions, and steps — not clever headlines. Copy must serve action, not branding.
In 2022, Kindred Group (operator of Unibet) ran a controlled content experiment across five regions. Two variants were tested: one with brand-oriented copy (“Step into the action with our hottest bonus”) and one with utilitarian copy (“Bet €20, Get €40 in Free Bets”). The utilitarian copy led to a 31% higher click-through rate and a 19% higher registration completion. The takeaway was immediate: numbers and verbs beat metaphor and mood.
Words like “get,” “claim,” and “unlock” perform measurably better than “join,” “step into,” or “experience.” Similarly, passive statements (“Bonus will be applied after deposit”) underperform active constructions (“Deposit and get your bonus instantly”). The action must sound immediate and effortless. Bonus conditions should be reduced to the essentials: wagering requirement, eligible games, expiry time.
We advise clients to avoid vague language like “you could win big” or “the chance of a lifetime.” These are not only ineffective but also raise legal concerns in regulated markets such as the UK, where the Advertising Standards Authority (ASA) has fined operators for misleading promotional language.
The fine details matter. On one of our projects with a tier-2 Eastern European operator, changing the CTA button from “Join Now” to “Claim €100 Bonus” improved sign-ups by 18% across a 30-day test with 40,000 users. A similar test on a LatAm-facing casino saw a drop in conversion when the button was changed to “Start Your Adventure” — the softer language caused hesitation in a region where bonus clarity is highly expected.
Buttons and User Actions: CTA Placement and Micro-Behavior
Button design and placement have direct influence on conversion rates. The CTA must not only be visible but must also feel like a natural next step after reading the bonus conditions. Research published by Baymard Institute shows that buttons placed below the main bonus copy, without forced scrolling, deliver the highest interaction rate across commercial platforms.
In gambling, the same rule applies. Our internal testing across 11 projects in 2023 showed that pages with a centered, bold CTA directly after the bonus description converted on average 22% better than pages that forced users to scroll or search. Buttons should be single-action oriented: “Claim Bonus,” “Get Free Spins,” “Deposit Now.” Avoid ambiguous or multiple-action labels like “Start Playing and Discover Your Bonus.”
Color contrast also matters. A 2021 A/B test conducted by Mr Green Casino found that green buttons (in line with brand color) performed 9% worse than red ones in terms of first-click rate. While red is commonly used to signify alerts or danger, in the context of online casinos, it drew attention better — especially on white or dark grey backgrounds. On mobile, where the majority of traffic lands, sticky CTA bars helped increase action by up to 24%, especially during high-bounce times like weekends.
Animations on buttons, such as pulsing or bouncing, did not help unless they were used sparingly. One of our clients saw negative results when the CTA pulsed every two seconds — it created suspicion. However, a brief glow animation on hover helped desktop conversions by about 5% when deployed correctly.
Real-World Examples and Lessons
The best lessons come from published tests and measurable campaigns. In Q4 2023, Bet365 publicly reported improved acquisition metrics after simplifying its bonus funnel. Previously requiring users to visit a separate T&C page and scroll through six sections, they moved all necessary details directly under the offer and kept the registration inline. This change resulted in a 17% improvement in sign-up-to-first-deposit ratios in the UK market.
In a project for a Scandinavian sports betting operator, we implemented a three-step bonus offer interface: (1) bold “Bet 100 kr – Get 500 kr” headline, (2) single-line eligibility (“First-time deposit, min 100 kr”), (3) one-click “Start Now” CTA with modal registration. This version, compared to their previous info-heavy layout with five separate bonus options, increased qualified leads by 42% over eight weeks.
Another benchmark example comes from Stake.com, a crypto casino that uses minimalistic bonus pages with very short copy and strong user incentives. Their bonus codes, when paired with referral and stream marketing, convert at extremely high rates — although their strategy leans more on community and influencer integration than static bonus pages.
Conclusion: Focus on Function
Bonus offer pages must reduce friction. The user is usually one click away from leaving — and design choices must prevent hesitation. At Wndeer, we approach these pages not as artworks, but as response-driven products. The clearest pattern among all the successful pages we’ve built or studied is that simplicity, clarity, and direct calls to action consistently outperform decorated or brand-heavy layouts.
By studying tested structures and implementing the right copy and CTA logic, gambling operators can raise their conversion rates meaningfully. From sports bettors in Germany to slot players in Canada, the psychology of clicking “Claim Bonus” is largely the same: make it easy, make it obvious, and make it fast.