Slow and Steady Doesn’t Win the Mobile Race…

Written by: Stephanie Bailey

We have all heard the saying that slow and steady wins the race. However, that isn’t really the case when it comes to loading speed on mobile sites.

Slow loading time is one of the biggest reasons that consumers leave mobile sites. 53% of people will leave a mobile site if it takes longer than three seconds to load. For a phone that has 3G, the average time for a mobile page to load is 19 seconds. For a 4G carrier, it is an average of 14 seconds. It is important that mobile sites load quickly because users engage with more content, keeping them on your site longer. Sites that load in 5 seconds versus 19 seconds see 60% more page views and a 35% lower bounce rate. The sessions are also 70% longer when the site loads within 5 seconds. The faster your site loads, the more users explore your site.

How do you improve your load time and get users to stay longer? By improving your site speed! There are several modifications that can be made to improve the speed of your site. The biggest is making sure that you regularly inspect your site. You need to check the size of your content. The larger it is, the longer it will take to load. Look through your site to reduce the size of images and limit the number of fonts that are used on the pages. Also, look for video ads. These are great advertising tools, but they will drastically reduce the load speed of your mobile site. There is a variety of sites out there that will help you run tests and collect data. The site that we personally use to collect analytics and data is Google Analytics. This site allows you to collect and analyze data from all your different touch points in one place. This helps you gain a deeper understanding of the customer experience.

Another modification that you can make is assessing your ads and removing low performing partners. If the ads on your website are slowing down your load speed and are not performing well, they should be removed from your site. Also, look into improving your site speed by reducing or consolidating your analytic and data tags. Too many tags trying to run at one time will drag your site down. Try focusing on tags that give you the most bang for your buck, so to speak. More targeted keywords will do more for your site than a bunch of general ones. One of the last things that you could do would be to prioritize your loading elements. Instead of having everything trying to load at the same time, stagger the order in which things load. Take a look at your content and prioritize the important parts of your site and make sure they are loading first. Then you can stagger everything else after, based on the rating system you developed.

Taking these steps will ensure that your load time decreases and your customers have an enjoyable experience on your website.

 

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