Cutting landing-page load from 4.1s to 1.3s lifted registration rate 22% — and EPC followed

Cutting landing-page load from 4.1s to 1.3s lifted registration rate 22% — and EPC followed

Media buyer test on 380,000 sessions across a 10-day split, mobile sportsbook traffic.

Speed is rarely modeled as a margin lever, so here's the chain.

Control page (4.1s LCP): click-to-register 8.4%.
Optimized page (1.3s LCP): click-to-register 10.3%. That's +22% relative.

Because the offer and traffic were identical, the registration lift flowed straight to EPC: $0.61 → $0.74 (+21%).

Where the drop-off lived: bounce in the 0–3s window fell from 31% to 19%. Mobile players on slower connections were abandoning before the page even rendered the CTA.

Downstream, the faster-page cohort wasn't lower quality — 90-day NGR/player held flat at ~$201 — so this was pure recovered volume, not a quality-for-quantity trade.

The cheapest part: the fix was image compression and deferred scripts, ~one engineering day, no offer or creative change.

Benchmark of the day: every 1s shaved off mobile LCP under 4s is worth roughly 5–8% registration rate in iGaming — speed is an EPC lever hiding in plain sight.