People have the expectation of ever faster and better digital experiences. This includes mobile devices. However, the thrill of research – whether it’s hotel deals for a weekend trip or a new pair of running shoes – is often hampered by non-mobile-optimized sites.
We’ve all gone through this: we’ve tried eagerly to access a website on your smartphone to look for an immediate response, and we’ve left the page because it takes too long to load. This is a problem that most businesses face – 75% of mobile sites from the largest brands in Brazil take more than 20 seconds to load. Take a test: count to twenty. Does it seem like forever? If people have a negative experience on their smartphone, they are 62% less likely to buy something from your company in the future – no matter how creative or data-driven your campaign is.
PEOPLE WHO HAVE A NEGATIVE EXPERIENCE WITH THEIR BRAND ON SMARTHPHONE BECOME 62% LESS LIKELY TO PURCHASE IN THE FUTURE.
Check out how your performance is performing
At Mobile World Congress, we introduce the Speed Scorecard: a simple, easy-to-use tool that lets you compare the speed of your site on your smartphone to websites of other companies within your industry. Data is based on the experience of real Chrome users when they access popular internet destinations.
Our recommendation is that the charging time of a 3G handset is a maximum of five seconds. And that already counts with a little patience: more than half of the Brazilians connected to the internet expect the sites to load in less than 3 seconds when accessed by smarthphone.
No doubt you have a lot to gain by improving the speed of your website. Any second less has the potential to significantly improve your conversion rate.
Put the opportunity at the tip of the pencil
A slow smartphone website does not only frustrate your customers, it also limits your business. On the search, we see that a second of delay in uploading can influence conversions on the smartphone by up to 20%. That’s why we also introduced the Impact Calculator. By inserting only a few data, this calculator estimates the impact that improvements in the speed of your website on your smartphone can cause in your revenue. Take the quiz and find out how much you have to earn by reducing your website’s download time in one or two seconds.
A DELAY OF A SECOND ON LOADING CAN INFLUENCE SMARTHPHONE CONVERSIONS UP TO 20%.
Put your hand in the dough.
The moral of the story is: speed is essential. So here are other tools and resources to help you accelerate your website experience on smarthphone.
See the “Landing pages” topic in the new AdWords experience to find out which URLs in your account are mobile-friendly, attract more business, and need more attention.
Pages that use Accelerated Mobile Pages (AMP) technology are so fast that they seem to load instantaneously. And you can direct the clicks of your Google Search campaigns to those quick pages. We are currently working to extend AMP support for Google Shopping campaigns to ensure a faster, more seamless shopping experience for consumers.
Next month, Google will begin processing background click tracking requests, so your customers will be taken immediately to your website when they click on an ad. To ensure your campaigns are ready, confirm with your monitoring template provider if the template they use is compatible with parallel tracking.