Example report
What a full report looks like
This is a real full report from the audit, run on one of the UK's biggest casino comparison pages using the affiliate mode. Every score, finding and fix is exactly as the audit wrote them.
We've anonymised it: the site isn't named, operators are shown as Operator A–D, people's names are removed and the screenshot is blurred.
Estimated lift with fixes 10-18% increase in click-outs to operators
A top UK casino comparison page
What we analysed
Quick wins
- Fix the broken Operator B bullets "Claim a large bonus Amount" and "Play more than games" — they make the page look auto-generated.
- Change all 15 "Visit Site" buttons to the offer, e.g. "Claim 150 free spins at Operator B".
- Rename "Win Rate 98.37%" to "RTP 98.37%" and delete the "2435 claimed this offer in the last month" counters (ASA risk, reads as fake).
The five pillars
Clarity
Your biggest leak
What's wrong
The bleeding point: your #1 pick contradicts itself and hides the terms. Operator A carries the "#1 TOP RATED CASINO" badge but shows the weakest offer on screen — "50% up to £100" — sandwiched between Operator B's "150 Free Spins + Win a Round-the-World Trip" and Operator C's "100% Deposit match up to £200 + 120 Free Spins". A bonus-hunting visitor reads the row left to right, sees the recommended pick as the worst deal, loses faith in the ranking and starts comparison-shopping elsewhere. On top of that, not one card shows the two numbers that decide the click: wagering requirement and minimum deposit (only "T&Cs Apply" with a tooltip). The fine print that does exist is buried further down ("you must lose your entire deposit before the bonus cash is unlocked" for Operator C). Visitors who click without knowing the terms bounce back from the operator and never deposit — that is where click-through to operators turns into wasted traffic and low EPC.
How to fix it
Under each bonus line on the top three cards, add one grey sub-line in this exact format: "10x wagering · £10 min deposit · 7-day expiry" (pull live values per operator). Then re-justify the #1: change the Operator A bonus block to "50% up to £100 + daily no-wagering free spins — 98.37% RTP, same-day payouts" and add a one-line reason under the badge: "Our #1 because it pays out fastest and returns the most: 98.37% RTP vs 96.2% UK average." If Operator A genuinely cannot beat Operator C on offer value, state the trade-off explicitly rather than letting the user spot it. Expect the clearest gains in click-out CTR on the #1 card and in FTD conversion at the operator, because pre-qualified clickers deposit.
Copywriting
Needs work
What's wrong
Fifteen identical "Visit Site" buttons tell the reader nothing about what they get when they click, and two of Operator B's three selling bullets are broken template placeholders: "Claim a large bonus Amount" and "Play more than games". That is a published typo on your #2 revenue card and it instantly reads as an auto-generated affiliate page. Elsewhere the copy is vague where it should be concrete: "Claim a large bonus Amount" versus Operator C's much better "£5 minimum deposit / 1,800+ slots (UK average is 1,000)".
How to fix it
Replace every button label with the offer: "Get 50% up to £100 at Operator A", "Claim 150 free spins at Operator B", "Claim £200 + 120 spins at Operator C", "Get 140 free spins at Operator D". Rewrite the Operator B bullets today to: "150 free spins on deposit — paid as cash", "800+ slots plus live dealer and sports in one account", "Top-rated UK casino app". Verify every bonus string against the operator's current landing page weekly so the headline offer matches what the player sees after the click — mismatch between affiliate copy and operator page is the single biggest cause of a high click-out CTR with a collapsing FTD rate and poor EPC.
Friction
Needs work
What's wrong
Two leaks. First, the right-hand rail ("Most popular: UK online casinos / New casinos / Live dealer casinos / Fast withdrawal casinos…" and "UK casino bonuses: Bonuses / No-deposit bonuses / Free spins…") sits directly beside the money block and competes with it. Every one of those internal links is a visitor who was ready to click out and instead goes sideways into another page — pure click-out cannibalisation at the highest-intent moment. Second, the page runs 15 operator rows plus long-form sections with no sticky element: once a reader is 4,000px deep in the Operator A write-up there is no persistent way back to a CTA, so re-engagement clicks are lost.
How to fix it
Delete the "Most popular" / "UK casino bonuses" link rail from the area alongside the top-3 cards (move it below the toplist or into the footer), and let the three cards span the full content width so the #1 card is physically bigger than the others. Add a slim sticky bottom bar on desktop that appears after 1,500px of scroll: Operator A logo + "50% up to £100 + daily free spins" + orange button "Play at Operator A" + "18+ T&Cs apply". On comparable UK toplists a sticky top-pick bar typically adds a mid-single-digit percentage to total outbound clicks and lifts EPC because the extra clicks come from highly engaged readers.
Trust
Needs work
What's wrong
The foundations are good: named author (a named UK content editor), "Updated Oct 1, 2026", expert rating 4.8/5 broken into Bonuses/Games/Security/Service/Mobile, honest cons ("Bonus cash has 10x wagering requirement"), a "How we rate" anchor and a responsible-gambling section. What undermines it: the celebrity ambassador panel consumes the entire right half of the first screen and signals "paid endorsement", not independent review, before a single rating is seen. Compliance check (UK/ASA/CAP + UKGC): (1) "2435 claimed this offer in the last month" on every card creates social-pressure urgency around a gambling product — high ASA risk and it reads as invented; (2) "Win Rate 98.37%" is mislabelled RTP and implies a likelihood of winning, which CAP rules prohibit — relabel as "RTP"; (3) significant terms (wagering, min deposit, expiry) are not shown next to the bonus, only a "T&Cs Apply" tooltip; (4) no UKGC licence/operator name per card — "Accepts UK players" is not a licence statement; (5) the 18+/responsible-gambling line only appears after all 15 rows, below the fold by a mile.
How to fix it
Today: rename every "Win Rate" label to "RTP" with a tooltip "Average payout percentage, verified by the operator's latest audit"; remove the "2194 claimed this offer in the last month" counters entirely (they add compliance risk and read as fake to UK users); add under each card "Licensed by the UK Gambling Commission (licence no. XXXXX)"; add a single line directly under the H2 "Top-rated casino sites for October": "18+ · BeGambleAware.org · We may earn a commission if you sign up — it never affects our rankings." Shrink the ambassador panel to a badge beside the author byline. Honest, licence-backed cards raise click-to-FTD conversion and protect the programme from operator compliance clawbacks.
UX/UI
Needs work
What's wrong
The orange "Visit Site" buttons have strong contrast and the card layout is consistent — that part works. But the hierarchy fights itself: the #1 Operator A card is the same width and height as cards 2 and 3, so the only thing marking it is a small purple banner, and the hand-drawn "Top rated casino for 2026" scribble with an arrow floats over the gap between cards 2 and 3, visually pointing at nothing in particular and adding noise. Worse, the hero eats roughly 370px of the first screen on a standard desktop viewport so the three CTAs sit right at the fold line with the cookie bar over them — the primary action is barely visible without scrolling. Below the top three, rows 4-15 collapse to a thin layout with no payment icons and no pros, so the deposit-method cue (PayPal, Apple Pay, Paysafecard) that drives UK clicks disappears exactly where the long tail of traffic browses. Bonus text also renders as "50% up to £100Bonus" — the label is jammed onto the value.
How to fix it
Cut the hero to ~240px tall, delete the hand-drawn scribble graphic, and make the Operator A card 15-20% taller/wider with a coloured border so the eye lands on it first. Fix the label so it reads "Welcome bonus: 50% up to £100" on its own line. Add a compact row of 4 payment icons (Visa, PayPal, Apple Pay, Paysafecard) to rows 4-15 — UK players filter on withdrawal method, and surfacing it in the list lifts click-out CTR on the long tail without any new content.
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