In this era of 3 and 4G, free WiFi hotspots, ramping smartphone penetration and ubiquitous connectivity, it can be easy to forget that limitless bandwidth is not always at the disposal of your website visitors. As the proportion of traffic on cellular connections continues to rise, website owners need to consider website speed ever more carefully in their choice of web solution. This article describes why the speed and performance of your website is an important metric especially for visitors on mobile devices.
UX and Website Speed
User Experience (UX) suffers considerably when a site is slow to load. It has often been shown that users just wont wait around for a slow site. They will simply move on to something, or someone else. Probably your nearest and faster competitor.
Several pieces of research over the years have shown the impact of wait times on website abandonment and conversion rates:
- Number of web searches corresponds with speed of site loading time – Google
- Shoppers that buy online, do so on faster pages – Walmart
- Every 100 ms increase in load times decreases sales by 1% – Amazon
Heavier equals Slower
Anyone considering developing a new website should keep one simple mantra in mind:
The heavier a website is, the longer it will take to load
This is particularly true for mobile users.
Google penalizes slow sites
We already know that Google takes pageweight into account in search engine rankings. And we know Google are heightening mobile friendliness as a ranking factor from April 21st on. See our post here on the Mobile Apocalypse.
In addition to all this, even more radical changes are rumoured to be in store that focus on a website’s performance (or lack of) when it comes to search rankings. A recent report from India refers to Google testing a Slow label for mobile search results to warn potential visitors that a site may load slowly. It’s difficult to imagine anyone choosing a site marked slow when a faster alternative is presented, even if lower in the rankings.
As your customers will likely pay for bandwidth, who would choose a heavier, slower and more expensive experience over a lighter, faster and ultimately cheaper (in terms of data costs) experience?
How to benchmark a website solution
Go directly to the Google Mobile Friendly test to see how well a website page ranks for mobile search. You’ll want to see a ranking of Awesome here. If not, you’ll want to consider addressing that, while there is still some time left on the countdown clock.