How to Increase Earnings Per Click in iGaming
iGaming publisher has two websites that attract the same amount of traffic. Nevertheless, one of them makes more money than the other. The reason for this is the earnings per click (EPC) value.
Earnings per click allow publishers to increase their income without having to increase website traffic. The focus must shift from increasing the number of website visitors to increasing the value of each visitor that comes to their site.
What Is EPC?
EPC stands for earnings per click. It is a statistic that allows iGaming publishers to gauge the profitability of their affiliations.
To calculate EPC, the total revenue from the affiliate program is divided by the total number of clicks on the publisher’s website.
For example, if a publisher earns $4,000 from their affiliate program with 10,000 clicks on their website, their EPC is $0.40 ($4,000 / 10,000).
An improved EPC will mean that every visitor to their website is more valuable to the publisher.
Why Is EPC Important for Publishers?
Many publishers and affiliate marketers focus heavily on increasing the amount of traffic to their website. They may not realize that improving the EPC can provide a more rapid and sustainable increase in their income.
An improved EPC will allow them to:
Generate more revenue without needing more website traffic
Have a better return on their marketing investment
Compare the performance of different iGaming operators and websites
Measure the success of their content
Find areas of improvement to increase their traffic and revenue
Work With High-Converting Operators
iGaming websites do not have the same conversion rate of visitors to players for every publisher. When choosing their iGaming operator partners, they should look at the following factors:
Registration rates of players
Number of players who make a deposit
Number of players who stay active on their site for a period
Number of players who are eligible for the bonus rewards
Speed at which they receive payments
Operators that exhibit a higher rate of these conversions will have significantly higher EPCs for the publishers.
Choose the Right Commission Model
There are different commission models available to help iGaming publishers improve their EPC.
CPA Agreements
Cost Per Acquisition agreements will pay the publisher a fee every time a player registers on the site. These are beneficial because publishers will receive their payment quickly and have a more stable income stream.
Revenue Share Agreements
Publishers will earn a percentage of the revenue generated by the iGaming site owners. This will provide them with a more significant income stream over time with higher lifetime earnings from their players. The advantage of this agreement is that the publisher will only need to pay a small commission for players to join the site.
Hybrid Agreements
These agreements provide the benefits of both CPA and revenue share agreements. Publishers will receive an immediate payment upon the player registration and earn a percentage of the revenue generated by their active players.
Many iGaming publishers who have experience in the industry use this agreement.
Improve the Quality of Website Traffic
Not all website visitors have the same interest in the products that the publisher promotes. Publishers can improve the EPC of their website by promoting to high-quality traffic. High-quality traffic will result in more player conversions.
Traffic from the following content generates high-quality traffic:
Review content on the iGaming sites
Articles that compare bonuses
Sports betting content
Content on the available payment methods
Content that promotes the iGaming sites specifically
Publishers who attract visitors who are searching for these iGaming sites will generate more conversions than those who promote to general audiences.
Optimize the Placement of Calls to Action
The placement of calls to action on the publisher’s website can significantly impact the EPC of that site.
Calls to action that work best include:
Buttons placed above the fold on the website
Tables that compare the bonuses from the various sites
In-content promotions or recommendations
Promotions placed in the corner of the website
Promotions placed at the end of the content
Through testing various placements of these calls to action, publishers will find the highest performing calls to action that will increase their EPC.
Personalize the Offers They Promote
Not all visitors to a publisher’s website will have the same interests. Therefore, publishers should find a way to segment their visitors by interests and offer them the best promotions for their specific interests.
For example, they can promote sportsbooks during sporting events and promote bonuses for slot games to visitors who come to the site with an interest in slots.
They can also promote their specific regions to individuals from their own country who have an interest in playing at their iGaming sites.
Optimize the Website for Mobile Devices
Many iGaming publishers receive a significant amount of traffic from mobile devices. To encourage more registrations for their partners, they should optimize their websites for mobile devices with the following features:
Faster loading times
Mobile-friendly websites that adapt to various screens
Mobile-friendly navigation
Large buttons for calls to action
A poor mobile experience can result in fewer players and a lower EPC for the publisher.
Reduce the Number of Users from Blocked Regions
Publishers may experience a lower number of conversions from players who are from certain regions. These users may be blocked from:
Geosites
Entering their licenses
Using specific payments methods
A publisher who implements software that will route their visitors from blocked regions to the iGaming sites that they can access will significantly increase their EPC.
Publishers will lose a considerable amount of income trying to promote to users from regions that they cannot offer access to their websites.
Continuously Test the Landing Pages
High-performing publishers will continuously test and modify their landing pages to improve the EPC of their website.
Elements that can be tested on landing pages include:
Headlines
Button text
The positioning of the offers
The bonus information on the website
Page layouts on the website
Colors of elements on the website
Even the smallest changes will cumulatively increase the EPC of the website over time.
Track the Performance of Their iGaming Operators
iGaming publishers should not group all the operators that they work with under one category. Instead, they will track the performance of each operator individually to improve their EPC.
Metrics that will help to identify the success of their operators include:
Number of website clicks
Number ofregistrations
Number of deposits from players
Revenue from these players
Lifetime value of each of these players
Tracking the performance of each operator individually will allow publishers to find the best opportunities to work with each operator for higher EPC.
Use Analytics Tools to Track Performance in Real Time
Analytics tools will allow publishers to track their website and the performance of their promoted iGaming operators in real time. These tools will give them insight into the following metrics:
EPC based on geolocation of visitors
Performance of their sites based on the device used by the visitors
Performance of specific hours of the day
Traffic sources
Performance of their landing pages
Using analytics tools will help publishers to respond quickly to any performance issues.
Build Trust With Their Audience
Visitors to a publisher’s website will be more likely to register on a company that offers helpful and honest content.
Methods of building trust with their audience include:
Providing honest reviews of the operators
Showing accurate bonus information
Creating transparent rankings of the operators
Providing content that is regularly updated
Providing clear disclosures of the affiliate relationship between the website and the iGaming operators
A publisher who gains the trust of their audience will increase their conversions.
Diversify Revenue Streams
The EPC for a publisher does not have to be the only source of revenue.
Other revenue streams that can be added to their income include:
CPA
Revenue share
Sponsored content
Display advertising
Email marketing
Having multiple streams of revenue is beneficial for their long-term sustainability.
Future of EPC in the iGaming Industry
The future of the iGaming industry is filled with new and exciting technologies that will allow publishers to have better control over their website traffic and improve the EPC.
New technologies that will impact the EPC of publishers include:
Artificial intelligence for recommending bonuses
Automated traffic routing
Predictive software to determine the conversion of website traffic
Personalized landing pages for specific visitors
First-party software to identify and target their audience
These technological advances will give them greater benefits and ultimately allow them to work to maximize the value of each visitor to their website.
Common Mistakes in EPC
Many affiliate marketers will lose revenue if they commit the following mistakes in the affiliate marketing industry:
Choosing to work with operators with a low conversion rate of visitors to players
Neglecting to optimize their website for mobile devices
Using bonuses that are out of date or expire quickly
Sending traffic to blocked regions
Not testing landing pages for potential improvements
Only using clicks as a metric to determine the success of their promoted websites
Correcting these mistakes will result in an immediate increase in revenue for the publishers.
Final Thoughts
Increasing the EPC of a website is one of the most beneficial strategies that an affiliate marketer can use to increase revenue. By improving the quality of the traffic that they receive, choosing the best iGaming operators and working with them under the best agreements, and optimizing the user experience on their website for maximum conversions, publishers will find that they are earning more from their promoted companies.
In an increasingly competitive industry in which publishers are battling others for the same users, focusing on improving the EPC will ultimately allow publishers to create more profitable companies and work better with their existing visitors.