We have all been there. You find a mobile website that you believe will answer a question or fulfill a purchasing need you have, but once you click the desired link on your mobile device you are left waiting for the page to load. In today’s mobile era of instant gratification and the high expectation for a seamless user experience, how long do you wait? Five seconds? Three seconds? For a business owner that relies on their company’s website for conversions those few seconds may seem minuscule, but you may be surprised! When it comes to mobile websites, less is actually more. Think with Google recently released a study that stated that the probability of bounce rate increases to 90% if a mobile website takes one to five seconds to completely load.
“It’s no secret that shoppers expect a fast mobile experience. If there’s too much friction, they’ll abandon their cart and move on,” Daniel An, Global Product Lead at Google and author of the case study, said. “Today, it’s critical that marketers design fast web experiences across all industry sectors. Consumers want to quickly pay bills on finance sites, get rapid results when they’re browsing vacation reviews, and view an article immediately when they click through.”
With mobile speed being directly linked to revenue, the study explored a variety of industries to track Google’s advertising partner’s success.
“We did an analysis of 900,000 mobile ads’ landing pages spanning 126 countries. That new analysis confirmed our thesis: The majority of mobile sites are slow and bloated with too many elements,” An said.
It was discovered that for 70% of the webpages that were reviewed, it took almost seven seconds for any visual content above the fold to load. It also took more than 10 seconds for the content below the fold to properly load.
“The average time it takes to fully load a mobile landing page is 22 seconds, yet 53% of mobile site visitors leave a page that takes longer than three seconds to load. That’s a big problem,” An said.
Despite the frustrating results, there is still hope for slow loading mobile websites. According to the case study, 30% of pages could save more than 250KB by compressing images and text. A few other ways that can help decrease a mobile website’s loading time include, optimizing images, browser caching, optimizing CSS and keeping the scripts below the fold.
“When it comes to mobile pages, speed and size matter,” An said. “Marketers must keep consumers engaged on mobile and focus on building mobile-first experiences.”
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