Anyone who has ever abandoned a website for being too slow is familiar with the negative impact of a user experience. Today, consumers seek to satisfy their needs, both on mobile devices and desktop computers, that generate a fast and positive experience when browsing the Internet.
Research conducted by Google and Deloitte analyzed 37 websites of leading European and US brands, across four verticals: retail, luxury, travel and lead generation, as well as mobile load times, which were tracked on an hour-by-hour basis. for 30 days; This analysis revealed three important opportunities when developing this type of platform.
1. Faster sites mean more customers will convert
Improving site speed increases progression rates at nearly every step of the mobile buying journey, from homepage to conversion.
2. Faster sites encourage people to stay longer and generate more consumption.
Decreasing mobile site load times, by just a tenth of a second, produced significant performance gains. Specifically, conversion rates increased 8.4% for retail and 10.1% for travel.
In retail alone, average order value grew 9.2%, while luxury sites saw an 8% increase in page views per session.
3. Faster sites have lower bounce rates
One in five retail and luxury sites surveyed saw their homepage bounce rates improve by 0.6% and 0.2%, respectively. The results were even more profound for lead generation brands, because mobile speed improved by just 0.1 seconds, for an informative page, while bounce rate decreased, by 8.3%, for 1, out of every 2 lead generation sites.
Businesses must prioritize a user-centric culture to see the benefits of improving site speed. Today’s users are looking for mobile devices and it’s critical to be there for them, with fast experiences.
It is very important to consider actions that help to capitalize on the interest that exists on the part of Internet users, therefore, the importance of having a fast and friendly site for them; some recommendations are:
Understand the health and speed of your mobile page, by using tools like Test MySite.
Analyze the impact of speed on your results, using your own data or the report’s data as a benchmark.
Establish a strategy to improve site speed, including a speed budget and shared KPIs with business and customer satisfaction.
Track your site speed and link to your analytics data, to see the impact of speed improvements.
Today’s consumers expect experiences that are not only fast, but also personal and easy to use, where they can obtain properly supported and valuable information at the time of their search.
Font:
Think with Google. (2022, October 28). How speeding up your mobile site can improve your bottom line. Think with Google. https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/mobile-page-speed-data/