Why 80% of casino landing pages bury the FTD button
We audited 60 casino landing pages across six regulated markets. The pattern is consistent: the primary CTA is below the fold, behind a bonus explainer nobody reads.
The first-time deposit button is the most commercially important element on any casino landing page. Yet in our audit of 60 live pages, 48 of them placed the primary CTA below 600px on a 1080p desktop — invisible without scrolling.
The bonus explainer trap
The culprit is almost always the bonus terms block. Legal insists it goes near the CTA. Marketing insists the offer value leads. The result is a wall of asterisked text that pushes the button down and signals friction before the player has clicked anything.
Players who see the CTA within the first viewport convert at 2.3× the rate of those who have to scroll to find it.
What the top 20% do differently
- CTA is visible above the fold on mobile and desktop without scrolling
- Bonus value is communicated in one number (e.g. '€500') — not a paragraph
- Terms are collapsed behind a disclosure toggle, not inline
- Trust signals (licence badge, payment methods) sit below the CTA, not above it
The fix is rarely a design overhaul. It is a hierarchy decision: the CTA earns the top slot, the bonus summary earns one line, and the rest earns a collapsed drawer. That single structural change accounts for most of the conversion gap we measure.
Tomáš has led CRO projects for 30+ iGaming operators across EMEA, specialising in first-deposit flow optimisation.