How to increase conversion rates in online casinos in Spain
Conversion is one of the key success indicators in the iGaming industry. It largely determines the growth of the player base and the operator’s revenue. In this article, we will focus on how, based on conversions, Spanish operators can easily increase their profits.
Conversion is, simply put, the most valuable actions a player takes on the platform. Depending on the business strategy, we can talk about and measure different events (in GA4 language – key events). In terms of the popularity of conversion types, Spanish operators follow the same standards as the rest of the industry. To determine the success level of Spanish online casinos, account registrations, first deposits, or the start of gameplay are most commonly examined. The first step to increasing a casino’s profit through working with conversion is the proper collection and interpretation of data and benchmarking it against the business environment.
How to properly interpret conversion data in the Spanish market
Proper interpretation of conversion data is crucial to effectively optimize marketing strategies, UX, and build affiliate and bonus programs. Let’s start by providing formulas on how to correctly calculate the conversion rate. After this step, we will show how the Spanish market looks and what the average conversion rates are.
When measuring conversion, that is, the number of desired events, it is also important to keep negative events under control, such as the abandonment rate during the registration process.
Bounce rate of the form = Number of users who abandoned registration / Number of users who started registration x 100%
When analyzing individual indicators, one should always rely on verified data, examine the same periods, and apply the same cognitive filters resulting from local restrictions or the seasonality of the entire business. Additionally, data segmentation is helpful.
Data segmentation that online casino operators in Spain should apply should divide users into groups according to the device they use (mobile vs. desktop), traffic source, geographical location, demographic, or language version of the platform.
If you are a person responsible for business efficiency in an online casino in Spain, use the following formulas to check whether your casino’s conversions are within the market average in which you operate.
Registration conversion rate
- Registration conversion = Number of new accounts / Number of unique visits x 100%
- Deposit conversion rate = percentage of registered users who made the first deposit
- Deposit conversion = Number of users who made a deposit / Number of registered users x 100%
Bonus activation rate – percentage of users who activated the bonus after registration
- Bonus activation conversion = Number of users activating the bonus / Number of registered users x 100%
Funnel conversion rate – for any marketing path
- Funnel conversion = Number of users performing the final action (deposit) / Number of users at the beginning of the path (advertisement) x 100%.
What do conversions look like in online casinos in Spain – Market data
The registration conversion rate in 2023 – 2024 in Spain, according to the EGR Spain Report 2024 and DGOJ Annual Report 2023:
- The average registration conversion rate in Spanish online casinos is 2.5% – 5.5%. However, the best brands achieve even 6 – 8% with highly optimized landing pages and strong affiliate campaigns.
- Deposit conversion rate – the average deposit conversion rate in Spain is 35% – 45%.
- Bonus activation rate – the average welcome bonus activation rate is 60% – 75%.
- Funnel conversion rate will, of course, vary depending on the path, but the most popular schemes allow for estimating industry averages:
- Click on the ad → registration: 2 – 5%
- Registration → deposit: 35 – 45%
- Total funnel conversion (from click to deposit): 0.8% – 2%
- Form abandonment rate – 40 – 60%; the industry most often cites the following reasons for such results: long form, required KYC documents, lack of trust in the brand.
Benchmarking efficiency for online casino operators in Spain
Having the results of an online casino and the market benchmark makes it easier to take appropriate actions and identify areas that reduce business profitability.
The next step towards better, quality data analysis in online casinos will be analyzing the full player behavior path and considering not only quantitative parameters but also qualitative ones. Results based on quantitative data are worth confronting with qualitative data, which can be collected through UX research, satisfaction surveys, or analyzing behavior on the site (e.g., heatmaps). Time spent on the form or the number of returns may indicate difficulties or lack of clarity in the process.
When entering the Spanish iGaming market, it should be remembered that it is a highly legally regulated market, and elements that worked in other markets may have completely different effects here. This may result, for example, from the extension of the registration process (requirement of identity verification).
Licensing & legal environment
The licensing and legal environment, especially in the iGaming industry, will be one of the key factors that will be reflected in tables and results, and one must be fully aware of this.
If, as casino operators, you are looking for quick ways to increase conversion rates, below we present a list of proven elements whose implementation in Quick Wins mode will positively affect conversion but also player retention and their LTV.
- Check what reports are coming to support – support is the source of the most important information from the player. From them, you will find out whether the registration process works correctly, which stage is the most difficult. Do users have problems displaying pages, etc.
- Increase trust – good UX is one thing, but also remember about legislation. In Spain, the key is the DGOJ (Dirección General de Ordenación del Juego) license, and in Malta – MGA (Malta Gaming Authority). A clear license logo, security certificates, and audit information build credibility. Additionally, it is necessary to comply with and add information about responsible gambling, expose the regulations and deposit withdrawal rules.
- Local support – Live chat or phone with Spanish-speaking and English-speaking support (for Malta) – this simple measure can be a game changer. Just like a site tailored to the local culture and language.
- RTM activities based on sports events, holidays – nothing encourages players to the platform like references to the beloved La Liga.
Activities based on technology and improving the system itself also have a direct impact on conversion and casino results.
- Conduct technical audits of the site, check for internal blockers. We’re not just talking about site speed here. It’s worth paying attention to whether the campaigns being conducted direct to the appropriate pages, whether bonuses are not cannibalizing each other, and whether the platform itself is consistent and intuitive.
- Simplify registration and verification (within the applicable law)
- Fast and convenient payment methods taking into account local player preferences (Bizum, debit and credit cards, e-wallets, Trustly); it’s also worth considering cryptocurrencies, which are gaining popularity.
How to shorten the path to the first deposit
All these points and actions have one basic goal – to increase the platform’s effectiveness and shorten the path to the first deposit.
Undoubtedly, one of the options for a quick FTD is to simplify, always in accordance with the license, the player’s onboarding. Thanks to this, not only will we not lose their attention, but we will also build trust. One of the tips that work well in the Spanish market is a progress bar in the registration process – if the player sees where they are on the path and how quickly they are approaching the goal, it will be easier to keep them. – it also stimulates the mechanisms of quickly achieving the goal, which is also key for the player during the game itself. Another way is the option of one-click deposit, e.g., using Bizum.
Other methods include appropriate exposure of bonuses and adding quick amount selection buttons. Lastly, but not least, is support – react quickly when you see that the player is abandoning the deposit path.
Simple strategy to increase revenue
- check which conversions in your casino are below market trends in Spain,
- check how it looks at your competition,
- analyze incoming support inquiries,
- verify the registration and deposit process,
- take care of locality.
