How does your website’s performance affect conversion rates?

All websites are designed with a specific goal, which is linked to what we want the user to do. The conversion rate is the percentage of users who complete that specific action.

For example, on an online casino website, the conversion goals might include the following: registration of new users (attracting visitors and turning them into registered users), account deposit (getting users to make real money deposits), and player retention (encouraging users to return, play, and make regular deposits).

Conversion rate averages vary by industry because user behavior differs across sectors. In the iGaming landscape, according to a study by GR8 Tech, for the KPI that measures the percentage of users who make a first deposit after registering, the industry standard conversion rate is typically around 20–30%.

Speed as a Critical Factor in Conversion

A user visiting an online casino is not only looking for a wide variety of content, but also for a smooth, secure, and uninterrupted experience. Various studies have confirmed what was already suspected: users abandon websites with slow loading speeds. According to Google, the probability of bounce increases by 32% when page load time goes from 1 to 3 seconds.

This isn’t just about user experience—it has a direct impact on revenue. According to a study by Akamai, reducing a landing page’s load time by just 1 second can increase conversions by 7%.

There are many tools available to measure, understand, and improve website loading speed. Here are some that you can (and should) use to evaluate performance:

• Google PageSpeed: Provides specific improvement recommendations and diagnoses technical issues
• GTmetrix: Ideal for identifying which files or scripts are slowing down the experience
• SEMrush: Allows you to compare your performance against your competitors

Relationship Between Performance and Search Engine Ranking

Since 2008, Google has confirmed that loading speed and user experience are part of its ranking factors for both mobile and desktop searches. This means that when Google analyzes your website, it takes loading speed into account to rank it better or worse organically.

To perform this analysis, Google has implemented a set of metrics known as Core Web Vitals, which are as follows:

• LCP (Largest Contentful Paint): Measures the time it takes for the main visible content of the website to load. Google’s benchmark is that it should be under 2.5 seconds.
• INP (Interaction to Next Paint): Measures how quickly the page responds to the user’s first interaction. Google recommends it be under 0.2 seconds.
• CLS (Cumulative Layout Shift): Measures visual stability. Google recommends the value be below 0.1.

According to a study by Backlinko, after analyzing 11.8 million Google search results, they observed that the average page on the first results page loads in 1.65 seconds, while those that load slower than 2 seconds tend to fall to secondary pages or not appear in the top 10 at all.

Importance of Optimization

Conversion Rate Optimization (CRO) is the practice aimed at maximizing that figure. It is a continuous process, as optimization can always be improved.

Companies that optimize their landing pages can see up to an 80% increase in conversion rates. CRO is the key growth strategy you should focus on for your business to succeed. By doing so, you’ll reduce the cost of acquiring new customers, increase the customer’s Lifetime Value (LTV), improve the user experience, and ultimately, boost revenue.

Technical Factors Affecting Online Casino Performance

First and foremost, it is essential to have a stable and scalable infrastructure that can handle large traffic spikes and unexpected user growth. The chosen infrastructure must ensure uptime close to 100% to avoid interruptions that directly affect the user experience—and ultimately, your revenue.

This ties into the platform’s ability to load and optimize the frontend, where the number of poorly optimized images, videos, and scripts can increase website load time.

In addition, effective database management is required, where backend queries must be able to handle large volumes of real-time data quickly.

Third-party integrations with game providers or payment methods add external requests that can affect speed if not properly managed. Make sure your platform and the team behind it are prepared for this.

Conclusions

As we’ve seen, web performance is a strategic factor, not just a technical one. A fast-loading page not only improves brand perception but also directly impacts key business metrics. Optimizing performance is no longer optional—it’s a competitive advantage. If your online casino isn’t optimized, all you’re doing is handing opportunities over to your competitors.

The good news is that with the right tools and a specialized tech solution, you can implement all these ongoing improvements and ensure that every visit has the highest potential to become a real conversion. Contact us and we’ll help you.

CRMPAM – The quiet power behind your wildest traffic.