Increase site conversions, customer loyalty, and online sales by boosting your mobile site speed with these tips from Think With Google.
Mobile phones continue to be the most used form of web browsing, increasing in popularity each year since 2009. In fact, 52.2 percent of worldwide web traffic came from mobile phone use in 2018. Responsive website design is an efficient, cost-effective way to improve your customer experience. Building responsive sites at Parallel Interactive, we’ve found that mobile site speed is the most important factor to consider when developing an engaging user experience that converts.
Mary Ellen Coe, President of Google Customer Solutions, explains why more businesses should look to mobile site speed as a growth driver in 2019 with tips to start increasing your site speed today.
Lead with Mobile Site Speed
The good news about site speed is that if a slow mobile site drives customers away, a fast site can help attract and retain them. It’s an easy thing to treat in the short term, but without making it a long-term priority, speed will degrade over time.
Outdoor clothing company, Dakine’s, switched to a mobile-first experience after a site speed audit revealed their site’s large images and slideshow features resulted in slow-loading times, affecting their overall customer experience. Browser caching, image optimizing, and prioritizing content on the visible part of their mobile pages, Dakine cut load times significantly:
- Category page — reduced by 48 percent
- Start page — reduced by 55 percent
- Product pages — reduced by 65 percent
The site’s mobile impact after a year?
- Mobile revenue — increased by 45 percent
- Traffic — increased by 31 percent
- Tablet sales — increased by 4 percent
To reduce your image load times, review Google’s suggestions for image optimization including prioritizing the importance of images on your site, substituting for text/CSS when possible, choosing an efficient image format, and compressing/resizing images. You can also introduce browser caching to automatically get rid of unnecessary or outdated clutter from your site at regular intervals.
Accelerated Mobile Pages
Another way to increase your site speed for mobile is to add Google’s Accelerated Mobile Pages (AMPs) to your site. AMPs are mobile web pages that can be pre-cached so they appear near-instantly when clicked. Telefonica (one of the world’s largest private telecom companies) wanted to increase conversions to their site while decreasing transformation costs. Adding AMPs to their website improved load times by 70 percent – from six seconds to two seconds – boosting site interest by 31 percent.
BMW is another example of a site that used AMPs along with Progressive Web Apps to invoke the same feelings of speed, performance, and reliability as their products. These state-of-the-art technologies create a secure web experience with quick response times even during poor network conditions. The reaction to BMW’s site upgrades was dramatic; the amount of people who clicked from a BMW.com to a BMW sales site increased from 8 to 30 percent.
Test Your Site
In order to create the best mobile experience possible, you need to have an idea of how your site is currently performing. We recommend conducting a mobile site speed audit with Google’s Test My Site tool to understand current industry benchmarks and how your site compares. Test My Site provides you with 3 tools as a starting off point for improving your site speeds including custom page fixes, a free site speed report, and industry benchmarks/impacts.
To test your site on the tool, follow these simple steps:
Milliseconds can earn millions on mobile and in a new world where were mobile is overcrowded with web possibilities, it’s one of the best ways to set your business apart from the competition. Test your site in as little as 60 seconds and start improving your mobile site speed today.