How to Increase Revenue Per Visitor in iGaming
For most igaming publishers, the metric most closely tied to success is the growth of their website traffic for each calendar month. The assumption behind this metric is that an increase in the number of website visitors will also result in an increase in clicks, registrations, and, ultimately, the affiliated publisher’s revenue.
However, as the online world becomes more competitive for website traffic, it is becoming harder for many publishers to increase the number of visitors to their websites.
Instead of increasing the number of website visitors, a better focus for igaming publishers should be placed upon increasing revenue per visitor. This will significantly increase the profitability of their current website traffic.
Optimizing revenue per visitor for igaming websites is one of the most effective ways to monetize your affiliate business in the long term.
What Is Revenue Per Visitor?
Revenue per visitor (RPV) is a figure that represents the amount of revenue that is generated from each visitor to your website.
RPV is a metric that reflects the effectiveness of your website and its content. Unlike traffic or click-through metrics, RPV directly affects your total revenue from the website.
Improving RPV will usually have an impact on your total revenue from the website.
Focus on Visitor Intent
Understanding why people visit your website is half the battle of creating a successful monetization strategy.
Your website visitors may be searching for information on:
Casino reviews
Welcome bonuses
Sports betting promotions
Payment methods
Game recommendations
By promoting content and offers that match the visitors’ search intent, you can increase the number of conversions on your website.
Promote Relevant Operators
Not all igaming operators are created equal. Visitors may have specific expectations when they visit your website.
These may include:
Geographic location
Payment methods of preference
Types of gambling products of preference
Device on which they will be gambling
By promoting only the most relevant igaming operators and offers to your visitors, you not only provide a better experience for your visitors but also increase your revenue from each visitor.
Improve Comparison Pages
Comparison pages of igaming websites often generate high conversion rates from visitors.
These pages can include comparisons of:
Bonus offers
Licensing of the companies
Accepted payment methods
Selection of available games
Availability of mobile applications
Improved comparison pages will make it easier for visitors to continue to the registration pages for the igaming companies you promote.
Strengthen Calls to Action
Calls to action will encourage website visitors to take action that will increase revenue for your website.
Effective calls to action will be:
Clear
Include an action that visitors can take
Visually visible from the website
Include content that is relevant to the site
Regular calls to action can be tested for effectiveness in increasing revenue.
Optimize Existing Content
Many igaming publishers do not optimize their existing content for revenue generation.
Content that could be reviewed includes:
Casino reviews
Sportsbook articles
Articles on accepted payments
Bonus articles
Evergreen content articles
Optimizing and updating these articles usually brings in higher returns than publishing new content.
Improve Internal Navigation
By encouraging visitors to explore your website beyond the promoted igaming content, your website will see increased conversions.
Internal links can take visitors to other:
Casino reviews on the site
Bonus comparison articles
Other articles on specific countries
Educational content on the website
Improving navigation to other content increases the number of visitors who engage with your website while creating additional opportunities to monetize your website.
Recover Lost Visitors
Some visitors do not take any action upon arriving at your website. They may leave for various reasons such as:
The igaming operator is unavailable
The bonus has expired
The visitor is not within the geographical location that the igaming company serves
By promoting other relevant igaming companies and bonuses, you will recover some of this lost website traffic.
Optimize for Mobile Users
Mobile users are increasing significantly in the igaming industry.
Therefore, publishers should ensure that their websites are optimized for mobile devices by making them easily accessible and navigable on mobile devices.
Optimizing for mobile devices will result in increases in revenue for your igaming publisher.
Track Revenue by Page
Not all content on your website generates the same revenue.
Tracking the revenue on each page will allow you to determine which content generates the highest returns to your website.
Revenue per visitor, earning per click, conversion rates, session duration, and affiliate clicks can be tracked on each article.
Using this data allows you to prioritize which content articles to improve.
Build Trust Through Transparency
Visitors are more likely to take action when they trust the website that is promoting the offers.
Building trust can be done through:
Publishing honest and fair reviews on igaming companies
Ensuring that the bonuses are as represented on the websites
Publishing affiliate disclosures
Publishing responsible gambling content
Publishing regular content and article updates
Publishing trustworthy content ensures that your website is compliant and earns revenue from your website visitors.
Test Continuously
Testing various elements of your website will allow you to find elements that can significantly increase the revenue of your website.
Some elements that can be tested include:
Headlines on articles
The igaming companies featured on your website
Calls to action buttons
Comparison tables on the site
Bonus content on your site
By testing these elements, you can bring in additional revenue by making small improvements to your website content.
Diversify Operator Partnerships
Instead of promoting only a few igaming companies on your website, diversify your operator partnerships by promoting as many as possible.
Benefits of having a variety of partner igaming operators will allow you to:
Cover a variety of countries
Offer a variety of bonuses
Offer a variety of gambling products
Reduce risk of losing revenue from only a few partnered igaming companies
Diversifying your operator partnerships will allow you to promote the best operator for each visitor.
Use Analytics for Better Decisions
Data analytics can reveal revenue-earning opportunities on your website that you may have missed otherwise.
Some data elements to track include:
Number of visitors from each geographic location
Devices used to visit your website
Number of returning visitors
Popularity of specific igaming operators on your site
Revenue earned from the website
Using analytics will allow you to make better, data-driven decisions for your website.
AI Is Changing Monetization
Artificial intelligence can improve the revenue of igaming publishers in a variety of ways.
Some of these include using ai to:
Personalize the experience for visitors with similar interests
Make predictions about what bonus or igaming product visitors may be interested in
Recommend content for improvement based on the revenue of those content articles
Focus efforts on increasing revenue in specific areas of the website
Find the best calls to action to use on specific articles
Artificial intelligence can significantly improve the revenue of your website while removing the need for manual efforts.
Common Monetization Mistakes
Publishers will unintentionally lower their revenue per visitor if they make the following mistakes:
Promoting offers that are too generic
Not optimizing their website for mobile users
Allowing outdated promotions to remain on their websites
Neglecting to update the articles that draw the most visitors
Using weak calls to action on their websites
Only focusing on the number of website visitors instead of revenue
All of these mistakes will significantly lower the revenue that their website earns from each visitor. However, by fixing these issues, publishers will see an increase in their revenue.
Best Practices
To increase the revenue per visitor on your website, focus on the following practices:
Ensure that the offers promoted to visitors match their area of interest
Review the pages that bring the most revenue for your website
Continuously test the calls to action on your website
Improve the internal navigation of your website
Optimize your website for mobile device users
Monitor the performance of the igaming companies that you feature on your website
Diversify the number of igaming company partnerships that you have with operators
Ensure that you recover the traffic that you may have lost to unavailable or expired bonuses
By implementing these best practices, publishers will have a more profitable website and an increased ability to earn revenue from each visitor.
Final Thoughts
Increasing the revenue of your igaming website does not necessarily have to come from an increased number of visitors to your site.
Often, the best opportunity to increase revenue will come from improving the experience of the visitors that you already have on your website.
By focusing on the revenue per visitor instead of the number of visitors to your site, you can create a more profitable igaming business. Through the implementation of these tips and strategies, each visitor to your site will become a greater opportunity for your business to earn long-term revenue.