igbaffiliate . com
TRAFFIC
For a good UX , sites should aim for a First Input Delay of 100 milliseconds or less .
• Largest Contentful Paint ( LCP ) This is the time interval between the start of a page load to when the biggest image or text block is fully rendered . This metric only takes into account the content above the page ’ s fold , meaning everything that is visible without scrolling .
• Cumulative Layout Shift ( CLS ) -This is the measured impact and distance fraction of the website layout shift which may see the content layout impaired by DOM manipulation or missing dimension attributes for media elements ( images , videos ). These unexpected layout shifts usually occur while the page is still downloading . These page-level performance metrics are graded into the following categories : good ( pass ), needs improvement , and fail .
As well as considering Core Web Vitals , Google Page Experience also takes into account whether a page is mobile-friendly , whether it ’ s served over https ( i . e . if it uses a secure connection ), and if there are any intrusive interstitials .
Many brands operating in the igaming sector have one thing in common : their rankings are being negatively impacted by easily identifiable UX issues that remain unresolved on affiliate sites . This is particularly true among sportsbooks , which rely on a large quantity of data that can lead to overly complicated site navigation . Rectifying UX issues should be a top priority for these brands , as sports betting is an increasingly competitive market and users can easily jump to a different provider to complete their transaction . And naturally , as affiliate sites , streamlining the user journey is key to maintaining a passive income via online casino compensation . But what are the common issues igaming affiliates face when it comes to Google Page Experience , and how can they be resolved ?
ISSUE : Overly complex registration process Among affiliate providers , enticing new customers is a key part of operating in the igaming sector . Online registration forms come in all shapes and sizes , meaning it ’ s easy to create one that is too long or complicated for the average player to complete . These complications may come in the form of too many text fields , too many pop-ups , or confusing float labels .
SOLUTION : Keep it minimal and relevant The easiest way to tackle registration process problems is to simplify the process and to focus solely on obtaining the information needed in order to use the site . Generally speaking , this would be the player name , email address and password , although igaming brands will naturally also require some ID or similar credentials , in line with local gambling laws . Some brands may also want to consider offering oneclick registrations for existing customers .
ISSUE : Apps that aren ’ t mobile-friendly One of the biggest appeals of online casinos and affiliate operators are their mobile apps . These allow players to
“ For many sites that are looking to display a large amount of data , it ’ s easy to provide confusing internal links to other pages that don ’ t make a lot of sense ”
“ Use tried-andtested navigation features rather than creating something from scratch , and improve on this as you operate ”
place bets on their favourite games and events while they ’ re out and about . Yet many brands are falling into the trap of trying to replicate their desktop interface on a mobile app without taking into account differences in screen size , feature requirements or navigation .
SOLUTION : Optimise mobile in tandem with desktop For brands , it ’ s always best to create a desktop interface with mobile in mind from the beginning , so that there ’ s less work required to translate it across to an app . Make it clear which features should be shared across platforms ( such as game categorisation , navigation bars and forms ), and perform user testing on any concepts to determine which ones work , and which would be better removed from an app .
ISSUE : Lacking findability and confusing navigation Sites that rely on a large quantity of data are more likely to experience navigation and categorisation issues , which can lead to frustrated customers unable to locate an online slot , casino provider or sports event . Some of the most common issues for findability , discoverability and navigation are poorly labelled menus , unclickable buttons and poor pop-out labelling .
SOLUTION : Test discoverability early and often When designing a new site , always make
22 • ISSUE 89 • Q1 2022