A/B design tests in online casinos: what works for the result

Last edited:

Yuri Belov

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May 2, 2025

In the field of online casinos, each interface element affects profits: button, banner, color, block order. But how do you figure out what really works? The answer is in A/B testing. This is a method in which users see different variations of the same item, and the system captures behavior and results.

What can be tested

Color, size and text of the "Play "/" Top Up "button

Positions of banners and blocks on the main page
Game card style (icons, strokes, hover effects)
Form and stages of registration
Placement of deposit forms and bonus offers
Pop-up window behavior (time, triggers, content)

How A/B testing works

1. A hypothesis is formulated - for example, "the red button will increase the conversion by 10%"

2. 2 or more variants are created (A and B) - original and modified

3. Players are automatically divided into segments

4. The system collects metrics: clicks, deposits, rates, retention

5. Comparison and analysis - it is determined which option won

Examples of metrics in A/B tests

Metrics	Which shows
CTR buttons	How attractive is the button
CR deposit	Effectiveness of the form/CTA replenishment
Bounce Rate	Whether users leave the first screen
Involvement	Average number of sessions or bids
UX score	Through surveys, feedback, hidden triggers

Casino benefits

Increased conversion and registrations without increasing traffic

Hypothesis testing before implementation for 100% of users
Improve promo and bonus performance
Continuous UX and retention optimization

Tools and approaches

Built-in A/B modules in casino platforms

Using external systems: Google Optimize, VWO, Optimizely
Multivariable Test Support (A/B/C)
Integration with BI and analytics for deep segmentation

A/B testing is not about design for design's sake. This is about the result. Online casinos that regularly test hypotheses are becoming more accurate, profitable and more convenient. One successful test can increase revenue by tens of percent - without additional investment in marketing.