Image of chart showing example of registration and FTD conversion trends

First Time Deposit

Definition:

First-time deposit (FTD) conversion is a widely used acquisition metric in the online gambling industry. It is normally calculated by dividing the number unique visitors by the number of FTDs. The value of the FTD and second deposit (if there is one) is a strong indication of the potential life time value of a customer.

Image of chart showing example of registration and FTD conversion trends

However, conversion rates for gaming companies can be very low, in some case less than 1%. This creates difficulties with conducting A/B tests on many sites as it can potentially take months for a test to build up sufficient conversions for a conclusive result.

As a result it is sometimes necessary to optimise for micro-conversions (e.g. registrations) when conducting A/B tests. But this does make it difficult to estimate return on investments levels for A/B testing tools.  Multivariate tests can be even more problematic as traffic numbers are often just not sufficient to warrant such tests.

Image of 888.com poker table
Source: 888poker.com

Many companies use third-party platforms for their sites, which in some cases are also competitors. This means that companies may have to rely on analytics reporting from the platform provider and they may not have full control over key points in the customer journey (e.g. registration forms). As a result these companies may have limited ability to A/B test to improve FTD conversion.

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Poker and conversion – How can playing poker boost your conversion rate?

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tool should you choose?

Digital Marketing and Insight