Inside Google’s new report the business impact of slow mobile performance
The impact of poor mobile performance
With mobile now accounting for the majority online browsing and sales, businesses are under pressure to deliver seamless customer experience across devices to ensure engagement and increase conversions – and, at the same time, reinforce positive brand values. Last month, Google released a report highlighting the need to urgently address issues of mobile speed in order to satisfy mobile consumers’ demand for fast, smooth page loading.
The need for mobile speed according to Google
Google evaluated over 10,000 mobile web domains and used the data to measure the impact on engagement and revenue. The findings were unequivocal in that the majority of mobile sites don’t meet consumers high expectations.
- 1 out of 2 people expected a page to load in less than 2 seconds
- 53% all mobile sites were abandoned if the page didn’t load within three seconds
- 77% of mobile sites took longer than 10 seconds to load on 3G networks with an average of 19 seconds load time and it wasn’t much better on 4G averaging 14 seconds
- Slower site delivery resulted in lower engagement, including reduced session length, less pageviews and higher bounce rates
It doesn’t take a genius to work out that lots of businesses are losing trade because their websites are just too slow to respond for mobile users.
Monitor mobile experience and optimise now
Round-the-clock visibility of your customers’ mobile experience
will be a critical component in assuring the best possible mobile experience. Only by continually walking in your visitors’ virtual footsteps will you be able to identify improvements for site optimisation to maintain speed and remedy issues before they impact your visitors.
Tips for improving mobile speed performance for peak traffic
Mobile performance is all about latency – key factors that slow down mobile load times involve file size, a number of elements, element order and server requests. The ads, images, videos and analytics on modern sites weigh them down with excess requests. In fact, Google’s results showed that nearly half of all server requests come from ad-related calls.
- Reduce page weighting by using compressed/responsive images.
- Consider how your site loads content, ads and analytics – rather than loading all the elements at once, prioritise the resources that are visible first.
- Think about using deferred or asynchronous loading technologies.
- Optimise server side by examining caching, pre-rendering and CDNs
- Regularly audit tags on your site, flagging and removing anything that adds unnecessary latency.
- Consider implementing Accelerated Mobile Pages (AMP).
- Monitor mobile performance 24/7 to ensure your performance remains fast and smooth and to identify and remedy issues before they impact your customers.
Step up to the mobile mark
Sites that respond to the need for smooth and fast mobile loadSing – especially during peak demand – benefit customers and businesses alike. In order to improve the mobile experience businesses not only need to optimise their sites but also constantly monitor mobile performance to ensure they continue to deliver the best user experience possible and maximise revenue.