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Identify UX friction points and conversion blockers across the key user journeys, and recommend fixes or A/B tests to increase number of registrations, deposits, and player engagement.
Analysis of one landing page, homepage, registration funnel, deposit funnel and promotional pages of wildz.com in New Zealand.
Off-site Funnel Insights: Your SERP appearance is actively leaking potential traffic due to weak meta descriptions, missing USPs, and lack of Google Business data. Coupled with unresolved complaints on Trustpilot and bonus-related friction, your brand perception is suffering before visitors even hit your site.
On-site analysis:
Landing page: Fails to clearly communicate value; payment trust signals are incorrectly sorted and presented; CTAs lack clarity.
Registration funnel: Broken “Sign Up” button on mobile devices, confusing CTA hierarchy, and form distractions increase abandonment.
Performance: Your homepage fails Google’s Core Web Vitals, directly affecting conversions and SEO. TTI (Time to Interactive) is far below industry benchmarks.
Trust: Users report bonuses and withdrawal delays, severely impacting reputation and retention.
Quick Wins I flagged multiple quick wins (high impact, low effort), including:
-Fixing mobile registration bug
-Clarifying key CTAs and value props
-Cleaning up distractions in high-stakes funnel areas
-Addressing review platform complaints with a 3-month plan to reach a 4.0+ average rating
A/B Testing Opportunities Three high-leverage A/B test hypotheses were outlined, focused on:
-Improving registration conversion through form clarity and incentive framing
-Increasing deposit conversion by rethinking the bonus presentation and simplifying the flow
-Increasing avg. deposit value by implementing relevant trust signals and opt-in defaults
Each test is supported with primary/secondary metrics, rationale, and implementation steps.
Next steps: I recommend prioritizing quick wins while initiating technical cleanup (speed, mobile bugs), followed by executing the top-tier A/B tests and addressing off-site brand perception gaps. Together, these changes can significantly improve first-time deposit conversions, customer trust, and long-term revenue lift.
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Why SERP appearance matter? Search Engine Results Page (SERP) is your business card. Users often make decision about the brand just based on what they see on the first page of google before even visiting the homepage.
You will receive a commented figma file with issues on your SERP appearance and on-page SEO issues turning users away before they even get to visit your brand.
Why user review sites matter? User review sites build trust faster than any banner ad. If players see consistent praise (or unanswered complaints), it directly impacts sign-up rates. Good reviews act as social proof. Bad ones kill conversions.
Seeing this on top of the SERPS does the same to your registration conversion rate what a waiter throwing a cocktail in your face would do to the amount of orders at any restaurant.