How Mobile Page Speed Affects Your Site Traffic And Conversions

Trey Business

Usually when you hear the term “need for speed” you think of driving a car or a motorcycle but surprisingly, the “need for speed” is very real when it comes to mobile search. Many consumers say that site speed was their biggest reason for leaving a company’s website. This is such a big issue that Google is pushing for a mobile network standard of rendering pages in less than one second. That may seem like a lofty goal but it isn’t in the too distant future. Here are some reasons page speed is affecting your mobile users’ behavior and your conversions.

Customer Satisfaction

Did you know that 40% of mobile users will abandon your site if it takes them more than three seconds to load it on a mobile device? This number should scare you if your website hasn’t been optimized for mobile users. The median load time of a mobile site was 4.33 seconds back in 2013 and contrary to what you might think this time has gotten slower, not faster. With websites getting loaded with more and more content the average load time in 2015 was 5.5 seconds. Videos, graphics, and complicated code are the biggest reasons for these delays. According to Radware State of the Union, a one second delay will affect every aspect of your web page i.e. bounce rate, conversion rate, page views, and cart size.


Google Rank Factor

Google has come out this year and stated that it favors faster sites. This also goes hand in hand with the image above knowing that Google takes into account these metrics to rank your website. Google has an excellent tool called the PageSpeed Insights Tool that allows you to see the score of how your website is doing on mobile. This tool will also provide feedback on ways that you can increase the speed of your site i.e. optimize images, eliminate render-blocking JavaScript, etc. As you fix each of the suggested fixes you can retest you page and see your progress.

Local Business

Google is launching a new open source framework called Accelerated Mobile Pages (AMP) that allows web pages to load almost instantly. Facebook is also coming out with Instant Articles, news articles that load faster on mobile devices. So what does this have to do with your small business? Larger companies will quickly implement this format once users grow accustom to higher speeds using these mobile resources and this will leave you in the dust. Users won’t tolerate page speeds slower than 0-2 seconds. Harris Interactive has found that 30% of mobile users that have a bad mobile shopping experience will never return to the offending site.

Even though you might not have all the required skills to fix your website speed, being aware of the needed changes will help your business stay in front of the competition. Talk with your web developer to see how you can improve your speed or contact our team at Tractus and we can help quench your “need for speed”.

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