Why Players Bounce (and How Lean, Clear Copy Turns Clicks into Conversions)
with Yonatan L., Senior Affiliate Manager at Joker Partners
Welcome to this amazing, life-changing editorial that’s absolutely going to transform your affiliate marketing game! We’re so thrilled you’re here, and we just know you’ll enjoy every word of this comprehensive guide. Ready to dive in and revolutionize your approach? …
Alright, time out. Did you actually read that opening? Probably not. And that’s exactly the point. In iGaming, nobody has patience for long-winded introductions or puffed-up prose. Affiliates and players alike want the good stuff now, not after wading through a swamp of superlatives.
Let’s talk about why less is definitely more when it comes to your affiliate content. As author Steve Krug advises: “Get rid of half the words on each page, then get rid of half of what’s left.” It sounds extreme, but he has a point. Trimming the fat from your copy has huge payoffs:
- Less noise, more signal: Cutting needless text reduces the noise level on the page. Readers won’t have to sift through filler to find the message.
- Important stuff stands out: With fluff gone, your useful content becomes more prominent. The key details (bonus offers, payout terms, calls-to-action) won’t get lost in a wall of text.
- Quicker paths to action: Shorter pages let users see what matters at a glance, often without endless scrolling. In other words, less blah blah, more conversion.
Lose the Welcome Monologue (No One’s Here for Small Talk)
Picture a potential player clicking an affiliate’s landing page. They’re greeted not with the juicy signup offer or game highlights, but a verbose welcome about “the premier destination for unparalleled gaming experiences”. Chances are, their eyes have already glazed over. Visitors scan pages; they don’t curl up with them like a novel.
The antidote to happy talk is confidence and clarity. Rather than telling people how great a brand is, show them with tangible points.
Trim Those Landing Pages (Your Conversions Will Thank You)
Let’s switch perspective for a moment: think about the content you, as an affiliate, put out to attract players. Landing pages, review pages, promo emails – how many of those are stuffed with promotional fluff that could be axed?
It’s tempting to think a detailed breakdown of every game feature or a flowery casino review will entice users. In reality, too much text can send potential players running for the hills (or rather, clicking the back button).
In fact, an industry analysis of common landing page mistakes found that “too much text” is a top culprit in killing conversions. A landing page isn’t an encyclopedia; it’s a pitch. And a good pitch doesn’t bury the lead.
Excitement and immediacy are everything. Players chase the thrill, and they’ll bounce if they don’t see a clear path to it. Try cutting to the chase: highlight the offer, the action, the benefit right up front.
Any extra context or SEO-driven content can live below the fold for those rare souls who want to read more. But the first impression should be laser-focused on what you want the visitor to do – sign up, deposit – with as few words as possible standing in the way.
Consider the tone as well. Affiliate pages sometimes suffer from what we’ll call “brochure-itis” – overly formal, generic marketing speak that says a lot of nothing.
Phrases like “cutting-edge platform,” “unparalleled gaming experience,” and “thrilling entertainment like no other” are basically the slot-machine jingles of copy: noisy but not really persuasive.
Users have seen these clichés a hundred times. Instead, hit them with specifics: “Fast payouts, free spins on signup.” Fluff and filler not only fail to add value, they can actively erode credibility.
Cut the Fluff, Earn More Stuff
At the end of the day, whether you’re writing a brand overview or the next blog post for your players, every word should have to earn its place.
Treat words like currency. You wouldn’t throw money on a bet with lousy odds; likewise, don’t throw extra words at your audience hoping something sticks. It usually won’t. Keep your focus on clear headlines, short paragraphs, bullet points, and calls-to-action that don’t get lost in the shuffle.
To those considering joining Joker Partners: expect a no-nonsense approach. We’re not here to bore you with corporate spiel or endless chatter – we know you’d rather see the numbers, tools, and deals upfront.
In the game of affiliate marketing, fluff is a bad bet. So double down on clarity and cut out the filler.
We’ve built Joker Partners on that same rule, and it’s one bet we’re happy to keep making.
