Why Don’t Users Make Second-Time Deposits?
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All affiliates and brands in the iGaming niche, let’s be honest: you do need second-time deposits. And third-time, and fourth-time, and fifth-time deposits. Stability brings money, as well as precious data in your statistics.
However, what if users just don’t make a second-time deposit? What are the most widespread reasons for that and can you influence the situation anyhow?
Together with our media buying expert Serge Abramov, we will answer these questions in today’s post.
Reason 1: Mislead and expectations issue
First and most obvious reason why users don’t come back to make a second deposit is a mislead. Not to get lost in interpretations, let’s give a clear definition of what we mean by that:
So, mislead is a kinda broken promise: the appealing ad claimed a certain benefit or experience, which was not delivered.
Okay, we know that you would never do that, right? Still, at some point, broken promises can turn into… expectations that were not met. Can you catch some different shade of possible users’ disappointment here? Let us explain.
“It’s a widespread case, when users don’t come back to make a second deposit because they expected to get a reward, but they were not lucky enough. Unfortunately, this is a human perception issue, which is frequently applicable to iGaming, as well as Sweepstakes.
Even though we all understand that such offers imply but don’t guarantee a reward, some users can get disappointed that fortune smiled to someone else this time,” – Serge Abramov says.
Still, there is something affiliates and brands can do about it. Here is a tip from Serge Abramov:
“With iGaming, it’s very important to keep the right balance between being catchy with your offer, but at the same time – keep it realistic. I mean, you shouldn’t guarantee a reward. For example, formulate your message like “Test your luck,” “Take a chance,” “You have a chance to win,” etc.”
Reason 2: Lack of re-engagement
Another way to encourage users to come back is using various re-engagement techniques that would evoke their interest again.
“You need to catch up with your user. The best strategy – offer more bonuses or pleasant special conditions. That would attract any iGaming fan. Also, send them a promo-email, tell them about some novices or best features of the platform, and remind them about yourself with some small (or not) gifts,” – Serge claims.
Reason 3: They just didn’t enjoy it
Sad, but true, but some users don’t make a second-time deposit just because they didn’t have enough fun.
Still, even if your product is super-amusing, it should also be user-friendly. For example, some users may leave because the UX is not well-thought.
“As banal as it may sound, an inconvenient “Try now” button can be a reason for users to leave and never come back,” – Serge Abramov adds.
So make sure you analyze user behavior on your website, define weak spots, and apply all necessary improvements.
Reason 4: Technical issues with payment
Payment in the iGaming industry is a feature length topic. In relation to second-time deposits, there might be following technical obstacles for your users:
- The payment method was changed
“If the first deposit was done, but after that, for some reason, the default payment method was changed, obviously your user will find it hard to make a second deposit. It’s a rare case when users go right to the landing page intentionally to deposit, so this is a sure way to lose your audience,” – Serge Abramov said.
- Regional payment peculiarities
This point proves the importance of research before you launch a campaign. Here is what our expert highlights:
“In some GEOs, people rarely use Visa or Mastercard, since they prefer regional payment methods.”
For example, domestic alternative payment methods are widespread in India (RuPay), Brazil (Elo), and other GEOs. Even though regional payment methods might be additional to worldwide ones, in some countries the majority of people prefer local services.
To sum up
Of course, there might be dozens of other reasons for users to stop depositing. Some of them are in your control, some of them are not. Start with defining and solving these four most popular problems and we bet that your visitors will make second-time deposits more frequently. Good luck!
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