By Phillip Gerrish, Marketing Services Manager | May 2025 |
Charity lotteries are powerful fundraising tools combining regular income with high supporter engagement. But even the best lotteries can underperform online if the sign-up journey isn’t optimised.
This is where we talk about on-page testing.
Smart charities are now applying digital best practices like A/B testing, UX refinement, and funnel analysis to their lottery landing pages. The result? More players, higher conversion rates, and better ROI on marketing spend.
If you're running a lottery online, here's what you need to know about on-page testing, what to test, why it matters, and what kind of uplift you could expect.
Why Test Your Lottery Web Pages?
Most charities put time and budget into promoting their lottery, but fewer invest in improving the page that converts a visitor into a player.
On-page testing can:
- Increase conversion rates (more players from the same traffic)
- Lower cost-per-acquisition (CPA)
- Identify and fix user experience issues (building loyalty and trust)
- Reveal what motivates your supporters (what do they engage with?)
- Improve mobile performance (where most traffic now lands)
- Boost recurring income and retention over the long term (by involving them in your mission from the very beginning)
Even small percentage improvements can lead to significant extra revenue when applied across thousands of web users and potential players.
What Can You Test on a Lottery Page?
On-page testing usually means comparing two versions of a page (A vs B) to see which performs better. This can be done through A/B testing tools like VWO, Optimizely, or within Sterling’s lottery microsite Content Management System (CMS).
Here’s what you could test:
- Headline / Hero Section
- Test clarity vs creativity:
“Play our lottery to support local cancer care”
vs
“Win £1,000 and help families fighting cancer”
- Try personal vs mission-led:
“How would you feel winning £1,000?”
vs
“Together, our players contribute to over 200 hours of nursing care”
- Use supporter quotes or short impact statements
Why it matters: The hero section is the first thing users see. If it doesn’t connect, they won’t engage.
- Images and Video
- Test photos of winners vs photos of beneficiaries
- Try removing generic stock imagery
- Add a short 30-second explainer video
Why it matters: Images can either inspire trust or create disconnection. Showing real people with real impact works better than abstract prizes alone.
- Call to Action (CTA)
- Try “Play Now” vs “Join the Lottery” vs “Support and Win”
- Test button colour, size, and placement
- Add urgency: use a countdown timer
Why it matters: The CTA drives action. Small wording changes can lead to big conversion differences.
- Form Layout and Payment Flow
- Test “Start with payment” vs “Start with your details”
- Show donation values (£1/week, £2/week) in easy formats
- Add impact through “£1 a week could pay for…” style messaging
Why it matters: Long, boring forms create drop-off. A streamlined, mobile-friendly process keeps players engaged.
- Mobile Layout
- Stack vs grid design
- Fixed buttons on screen vs scrolling layout
- Mobile-specific wording
Why it matters: Over 60% of traffic to charity lottery pages is now mobile. If your mobile journey isn’t seamless, you’re missing out on potential players.
- Trust Signals
- Add quotes from real players
- Show regulatory compliance (Gambling Commission licence details)
- Include charity number, contact info, and FAQs
Why it matters: Users want to know your lottery is real, safe, and for a good cause. Transparency builds confidence.
- Prize Framing
- Emphasise guaranteed winners over rollover potential
- Highlight cause-first, prize-second
- Show recent winners with photos (if permitted)
Why it matters: Charity lottery players are not wholly prize-led. Emphasising feel-good wins and social impact boosts conversion.
What Results Can You Expect?
Every charity is different but the sector consistently sees strong ROI from digital testing. For example:
- A large hospice charity saw a 22% uplift in conversions after testing a shorter lottery landing page.
- A national animal welfare charity increased mobile sign-ups by 38% after redesigning its lottery form for mobile-friendly input.
- A health charity reduced CPA by £6.15 per player after adjusting its CTA wording and button placement.
Even modest A/B testing can lead to:
- More conversions
- Lower drop-off rates
- Greater retention from each acquisition campaign (by building engagement from the point of acquisition)
Getting Started: How to Test
- Set a clear goal
e.g. “Increase lottery sign-ups by 15% on mobile devices.”
- Pick one variable to test at a time
e.g. Headline, CTA, or layout. Don’t change too much at once.
- Use a testing platform or Sterling’s CMS
Ensure you have traffic volume and tools to split traffic fairly, or use Sterling’s CMS.
- Run the test long enough to get valid results
Typically 2–4 weeks depending on traffic levels, as much as 3 months for low volume campaigns.
- Act on the data
Implement the winning version, then test something else. Continuous improvement is key.
Final Thought: Every Page Can Be Better
Your lottery page is your digital entry point. If it’s confusing, outdated, or not mobile-friendly, you’re losing out on potential long-term supporters.
On-page testing helps you:
- Get more value from your marketing spend
- Create smoother, more engaging player experiences, building retention potential
- Increase income without increasing traffic or marketing spend
When done well, testing makes your digital lottery a smarter, faster-growing channel that fuels your cause.
Want Help with Testing?
At Sterling Lotteries, we help charities run A/B tests, optimise supporter journeys, and turn small changes into major gains. We’d love to help you think through your digital strategy.
enquiries@sterlinglotteries.co.uk
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About Sterling Lotteries
Sterling Lotteries partners with over 800 charities, providing leading prize-led expertise through responsible, innovative, and engaging weekly lotteries and raffles.
We power seamless player experiences, compliance peace of mind, and support charities running creative campaigns that bring prize-led fundraising to life.
www.sterlinglotteries.co.uk
enquiries@sterlinglotteries.co.uk