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Why Marketers Should Focus on Mobile Page Speed

Why Marketers Should Focus on Mobile Page Speed

Can you ever think about a time when Google wasn’t dominating the search engine market?

Back in 1998 when Google first launched, one thing that made it stand out from Yahoo and the rest of its competitors was its speed.

Think about it ‒ many of us are frustrated if a website won’t load. In fact, most users won’t stay on a site if it fails to load within 2 seconds.

It is especially true in today’s times when most users are on the go. Almost 60 percent of web searches now come from mobile devices.

Here’s the good news ‒ you don’t have to be a developer to improve your site’s mobile page speed. By learning more about your campaign and how it impacts your site’s performance, you can solve most issues on your site, ensuring that most of your efforts will reach their full potential.

Mobile Speed Can Affect Traffic and Conversions

According to Neil Patel, even a one-second delay in page response can cause you to lose approximately seven percent of your site’s conversions.

Here’s the hard truth ‒ most users aren’t going to wait for your website to load. They’re going to move on to other competitors who can deliver a faster loading site without any delays.

As a result, this seriously hurts your traffic and overall conversion rates. It can significantly affect brand and customer loyalty as well.

First impressions do matter. If your website is running slowly, before you know it, you’ll be losing on customers and sales.

More Complex Pages are Hurting Conversion Rates

Most customers aren’t likely going to convert with complex, clunky pages. The number of elements and images on the page are the top page attributes that seriously hurt your conversion rates.

The number of page elements – The more elements there are on the page, the greater the complexity. Since some of these elements are unoptimized, unmonitored, and unmeasured, it makes your page unpredictable. Thus, significantly hurting your site’s performance.

As a site owner, remove the unnecessary page elements. Also, regularly monitor and audit third-party scripts to improve site loading time.

The number of images – The number of images on your website can add up to the page’s total weight. As a result, it cumulatively slows your page down.

So, to make sure that the mobile page speed works as fast as possible, ensure that all images are properly formatted. For example, a simple graphic can be formatted as a JPEG instead of PNG. Doing so helps cut the file size to more than half.

User Attention Spans are Decreasing

Scientists have found that humans’ attention spans have decrease to levels even shorter than that of a goldfish thanks to smartphones. When the technological and mobile revolution began in the early 2000s, an average person’s attention span decreased to about 12 seconds.

Today, the average attention span is only about 8 seconds.

Therefore, as a marketer, you need to accommodate this ever decreasing attention span and do whatever it takes to keep people interested.

While most people are drawn to compelling videos and images, it means very little if your website’s speed is slow.

Mobile Speed Helps Lower Ad Costs

Having a fast mobile speed can significantly increase your overall pay-per-click (PPC) ad performance. In the PPC world, a website having a substantially higher quality score lowers the cost-per-click. Therefore, since the site speed plays a crucial role in your quality score, having a faster site can lower your ad costs.

An increased mobile speed will help improve the overall user experience, which will help with your PPC. To enhance overall conversions and engagement, you can make use of Google’s mobile-friendly test and analyze your results.

Focusing on Mobile Speed for Greater Success

In today’s ever-growing technological world, we expect that we can get the information we need with just a touch of a fingertip. If we don’t get it right away, we tend to move on, in search of something better.

Most websites, especially e-commerce stores, must ensure that their site can handle different elements and traffic. If your site’s loading time is slow, now is the time to start working on it.

More than ever, speed is critical in providing visitors with a great user experience.

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by Kenneth Sytian // Kenneth Sytian is a well-known web developer in the Philippines and the CEO of Sytian Productions. He has been designing and developing websites for more than a decade, helping companies and organizations from around the world attain continued success.

Opinions expressed by contributors are their own.