Businesses that recognise the value of attracting mobile users have two new tools at their disposal thanks to Google. The search engine has unveiled its Speed Scorecard and Impact Calculator, giving online businesses access to invaluable information when assessing their success in reaching mobile users.
Consumers are increasingly using their mobile devices to both conduct research and complete transactions. Connecting online through mobile gadgets has already surpassed the use of desktops and between 2016 and 2021, global mobile data traffic is projected to increase nearly sevenfold. As a result, it’s a vital segment for any business with an online presence to invest in.
However, consumers are becoming more demanding and expect more from their online experience, with speed being a key issue. For firms that have graphic intense websites or pages that take a long time to load, this could be a significant problem. According to Google data, over half of visits are abandoned when a mobile site takes more than three seconds to load. As a result, a slow loading mobile website can have a hugely determinantal impact on conversions, awareness, reputation and revenue.
The new tools available from Google can help businesses take back control – here’s how.
The first step to addressing any issue within your website is to be aware of it. The Speed Scorecard helps you to understand how your site stacks up versus your direct competitors. All you need to do is input your website address and the Speed Scorecard will demonstrate how you live up to speed expectations, followed by any rivals that you want to measure yourself against. The ability to manually add sites lets you see overall industry speeds for benchmarking purposes. Travel businesses, for example, may find that their websites typically takes longer than three seconds to load due to heavy image use.
The Google recommendation suggests that sites should load within five seconds on mobile devices using 3G connections and within three seconds on 4G connections.
If the Speed Scorecard shows that your website is lagging behind, the Impact Calculator should be the next tool you use. It gives you a clear way of understanding just how much slower page load times could be harming your revenue. Research shows that for every one second of delay in page load time, conversions can fall by as much as 20%. By putting the impact into monetary terms, the Impact Calculator helps you to understand whether it’s an area you should be investing in and how improvements would generate a better ROI