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Understanding how players interact with your casino site is critical to improving performance. With users moving from registration to deposit in seconds, or dropping off entirely, even minor friction can cost thousands in lost revenue. That’s where heatmapping and funnel analysis come in.
At CasinoSEO.co.uk, we specialise in combining visual behavioural data with precise funnel reporting to uncover exactly where, why and how your users convert (or don’t). Whether you’re running a multi-vertical casino or a crypto iGaming platform, our casino marketing agency will help you turn drop-offs into deposits and clicks into high-LTV players.
This user journey analysis for gambling sites is then used to optimise everything from landing page layouts to deposit CTAs, resulting in cleaner UX and better conversion rates.
Take a look at how our digital marketing agency has delivered impactful, results-driven digital marketing campaigns for a range of clients.
“Absolute supported the growth of Jackpot247 fantastically. No height was to high to reach and they were willing to combine our existing ideas with their own to create a powerhouse of resource for our players. They helped us to achieve maximum visibility despite the known competitiveness of the market and their dedication to doing so really shone through. We can’t thank them enough for their ongoing hard work!”
Jackpot247 is a player in a fiercely competitive industry. Drawn to our successful track record with similar online casino companies, they enlisted our partnership to improve their visibility and establish themselves as a leading online casino through our SEO services. Working in close collaboration with their team, we ensured that our approach was seamlessly integrated across all facets of the business.
To ensure success for Jackpot247’s campaign, we prioritised content marketing that adhered to company guidelines. Our goal was to improve brand reputation through educating readers on brand values. Our strategy included press releases, industry news, infographics, and editorials, mindful of algorithm changes such as Google Hummingbird in 2013. To become a leading brand in a highly competitive market, they needed to capitalise on all types of traffic.
“Absolute delivered the best work we have seen within the online casino space. We know how tough it is to rank for casino-specific keywords, but they took it in their stride. They helped us transform our SEO activity through implementing several dramatic but worthwhile improvements to the site (from content to design) to ramp up conversions. It certainly paid off!”
SuperCasino approached us to improve their visibility in the highly competitive online gambling market. Given their limited visibility across the site, we aimed to develop an innovative approach to help them compete with their rivals. Given the highly competitive nature of their market, SuperCasino was determined to achieve the results they had outlined to support their business growth.
In the highly competitive online gambling industry, we adopted an innovative approach to maintain the campaign’s success. Our strategy included a well-structured content marketing plan, which complemented the Penguin algorithm refresh and Google Hummingbird’s introduction. Diversifying the content on the site boosted overall visibility for generic search terms. Additionally, we carried out targeted blogger outreach and offsite tactics to enhance the site’s authority.
“It has been delightful to work with a company that clearly takes a great deal of pride in what they do and demonstrate a clear passion for both what they do and for delivering results for their clients’ campaigns. If you are looking for an agency that will go the extra mile and feel like an extension of your existing team, then I would always recommend Absolute Digital Media.”
After witnessing our accomplishments in the online gambling industry, Ladbrokes contacted us as a leading SEO agency in Essex and London, with the objective of enhancing their organic visibility and increasing their market share through our SEO services.
After Ladbrokes teamed up with us, we conducted a thorough site analysis to evaluate the previous SEO efforts and obtain more information for devising a strategy. Based on the insights, we developed creative campaigns featuring games and infographics, while also defining the brand voice, tone, and branding in compliance with industry standards. We optimised revenue-generating pages and identified keyword and creative gaps in the News section to improve the brand’s visibility.
We analyse every step of the crypto casino journey to pinpoint conversion drop-offs:
Track player actions from landing page to wallet connection and wager
Identify friction in KYC, deposit, and gameplay stages
Optimise flows to reduce abandonment and increase deposits
We use trusted, compliant tools to understand real player behaviour:
Deploy Hotjar, Microsoft Clarity, and Smartlook for interaction insights
Combine scroll maps, click maps, and replays for full visibility
Ensure all data is anonymised and compliant with gambling regulations
We use funnel data to identify and remove barriers to conversion:
Analyse each step from sign-up to first deposit or bonus claim
Detect issues like unclear bonuses or slow payment flows
Streamline key journeys to retain traffic from PPC and affiliates
We use scroll data to optimise page layout and boost engagement:
Discover where users lose interest or stop scrolling
Reposition CTAs, bonus banners, and key content higher on the page
Improve hierarchy and visibility across desktop and mobile
We combine both tools to uncover what’s happening and why:
Heatmaps reveal engagement trends across thousands of sessions
Session replays show real player journeys and friction points
Together, they deliver a complete CRO picture for casinos
We recommend regular analysis to stay aligned with player behaviour:
Monitor key funnels weekly or monthly after major updates
Measure changes in conversion trends and UX performance
Use continuous insights to guide GEO SEO and keyword strategy
You won’t want to miss our CasinoSEO Blog, whether it’s our take on the latest industry happenings, insights into our core digital marketing company services from PPC to SEO services, or our newest client wins and team successes, you’ll find it here first.
The online gambling industry is one of the most competitive digital markets, where hundreds of operators fight for visibility and player trust. In such a crowded space, casino technical SEO often determines which brands succeed and which disappear into obscurity. Players demand speed, regulators demand compliance, and Google rewards websites that meet both. If you […]
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Expanding into new markets is one of the fastest ways for online casinos to grow. Yet global expansion also comes with unique challenges. Each jurisdiction has its own regulations, languages, cultural expectations, and competitive landscapes. To succeed, operators must master international gambling SEO, the strategies that allow casino sites to rank effectively across multiple regions. […]
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In the competitive world of iGaming, ranking highly in Google search isn’t just about producing content. It begins with choosing the right keywords. For gambling operators and affiliates, keyword research is the foundation of visibility, traffic, and conversions. Identifying the best casino keywords or the right poker terms can mean the difference between a site […]
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Heatmapping visually shows how users interact with your site, highlighting where they click, hover, or scroll. For casino websites, this reveals how players engage with game listings, CTAs, and bonus banners. Heatmaps help identify friction points, missed engagement opportunities and underperforming content, essential for boosting sign-ups and deposits.
Funnel analysis helps crypto gambling platforms understand exactly where users drop off in multi-step journeys, such as wallet connect, token deposit or bonus claim. By identifying weak points, you can streamline flows, reduce friction and improve conversion rates from high-intent visitors into depositing, engaged players.
We use tools like Hotjar, Microsoft Clarity and Smartlook for heatmapping. These allow us to track clicks, scrolls and engagement across key casino pages. Combined with session replays and funnels, these tools give us the insight needed to optimise layout, UX and conversion points across your platform.
We analyse heatmaps to understand which parts of a page users focus on most, where they click, and where they stop scrolling. For casinos, this helps uncover unused CTAs, poor content positioning or cluttered layouts as part of a casino UX audit, all of which can then be adjusted to improve the user journey and drive more deposits.
Funnels break down the user journey into steps, like registration, verification, deposit and game entry. By tracking where users exit, we can identify and fix high-drop-off areas. This reduces friction, improves conversion rates, and ensures more traffic turns into paying players on your casino platform.
Crypto iGaming heatmaps show where players interact most during wallet connect, token deposit and gameplay onboarding. They help identify unclear calls to action, complex interfaces or confusing crypto processes. These insights are critical for optimising UX and improving onboarding and engagement for Web3 gamblers.
Scroll maps reveal how far users scroll on each page and where they lose interest. In casinos, this helps reposition critical content like deposit buttons, bonus offers or game selections to higher screen areas. Scroll data helps ensure your most valuable actions stay visible and accessible across all devices.
Heatmaps provide aggregate data showing patterns in user behaviour, such as most-clicked areas. Session replays show real-time recordings of individual user sessions, allowing you to observe where users get stuck or abandon journeys. We use both for deeper insight and more accurate optimisation.
Funnel analysis should be conducted regularly, ideally monthly or after any major update. For fast-scaling casinos or crypto platforms, weekly tracking ensures consistent user experience and reveals trends quickly. Continuous analysis helps catch drop-offs early and measure CRO test results accurately.
We specialise in CRO and analytics for gambling and crypto iGaming brands. Our team knows how players behave, what friction looks like in funnels, and how to fix it fast. With tailored heatmapping, data-backed funnel analysis, casino SEO and CRO strategies, we help brands unlock more revenue from every visit.
Don’t guess where players drop off. See it, fix it, and convert more. CasinoSEO.co.uk delivers specialist heatmapping and funnel analysis for casinos and crypto iGaming platforms.
Contact us today for a free CRO audit or to see real-life heatmap insights from casino brands we’ve optimised.
CasinoSEO delivers expert SEO and digital marketing for casinos, iGaming and gambling brands, driving visibility, traffic and long-term growth.