Like the design of any other website, online casinos focus on user experience. However, unlike many other niches, the experience of iGaming visitors is somewhat different.
Those websites are doing things right because the online casino industry will reach almost $140 billion by 2026. The impact of technical backend and frontend design on user behaviour is interconnected.
Players want an eye-candy website that loads quickly. So how does online casino website design impact user behaviour?
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Intuitive navigation
The prevailing trend in website design, especially in the service sector where the call to action is a crucial button, is having fewer clicks. For example, if you can reach all the content on an online casino within three to four clicks, you created the first crucial pillar in design.
Users want simplicity and seamless navigation through online casinos. They might like the broad selection of games and complex appearance, but achieving goals like opening an account, making a deposit, or looking for games should be fast and without much thought.
Responsiveness
Research showed up to 80% of users abandon a website if it doesn’t load quickly. You can forget all bells and whistles, beautiful design, and countless advanced options if visitors must wait a couple of seconds to load the online casino.
Another critical design factor is responsive design. Most modern casinos are based on HTML 5 technology. Therefore, you should have the same experience of online gambling on desktop PC, tablets, and smartphones. Responsive design is not new, but it’s still an essential part of building a website.
Mobile-first
Although content should be the same for all platforms, many mobile gamers push developers to mobile-first web design. As a result, everything from icons, banners, game windows, and navigation must be flawless on smartphones.
PC gamers will have a better overview of the online casino website, but the trends show mobile users are the majority.
Nice visuals
Each year tech advances further, and now 4K resolutions are standard, and we are moving towards 8K. As a result, games have better quality, the sound is improved, and websites can deliver more visual quality than ever before.
The impact of nice graphics on user behaviour is seen throughout many industries. For example, new games advertise graphics engines more than stories, movies have stunning visual effects, and online casinos are no different.
The visual quality of website design, colour selection, and flashy aggressive iGaming feel are something players expect. Professional-looking sites with modern games will retain more users than retro looking online casinos with poor performance.
Interaction with online casino
iGaming websites have 24/7 support in most cases, and reaching the support in as few clicks as possible is essential design quality. Chatbots are a new technology that makes life easier for customer support and users. Bots can resolve many pending issues and send only more complex user problems to live support relieving them from meaningless issues.
If an online casino needs more than three clicks to reach support, users might abandon the site and go elsewhere.
Another interactive option in website design is a live casino. Images casino uses include live croupiers in attractive settings. Enabling live casinos is a technological and design challenge for iGaming websites. The design attracts users, but the experience must be technologically sound and seamless.
Promoting bonus offers
Bonus offers like welcoming or deposit bonuses are the primary way to promote online casinos. That is why you can see large, aggressive banners, pop-ups, and other see-me types of advertisements. However, there is a fine line between annoying and attracting new users with screaming messages for bonus offers.
Since users expect over-the-top design, you can aggressively push promotional offers, and research shows that welcoming bonuses are a great customer acquisition tool.
Simon has held senior content leadership positions at online casinos and sportsbooks for 20+ years. He leads a team of quality writers who produced trusted and authoritative iGaming content for casinos, sportsbooks, poker and bingo sites. Simon is Managing Director of Magic Word Media.
