Digital Growth Hacking
Tip No. 3
Why mobile speed bombs or boosts your business.
Have you ever browsed through an e-commerce site on your mobile and then quit, because the page would not load fast enough?
You are not alone. 53% of customers quit a website if it takes more than three seconds1 to load. In fact, just two seconds can increase the drop rate by 103%2. Here is why: Waiting in general makes you feel stressed, similar to when you watch a horror movie. An impressive 79% of your customers will not visit your page3 a second time if the slowness of it has caused them stress.
Do you need more facts that mobile speed is crucial for your business?
A lag of just one second may decrease your conversion rate by 20%4. Shorter loading times go hand in hand with higher revenues per session. The good news is: If experiencing slow mobile speed discourages shoppers, fast loading times can attract and keep them.
Let us take the German retailer Otto Group as an example. They created a better user experience and increased loading speed; as a result, the bounce rate has dropped, while the conversion rate has increased by up to 13%. With an annual e-commerce revenue of € 7.9 billion, these simple tweaks have had a significant impact on Otto Group’s e-commerce business5.
The effects of a fast mobile page may, on the other hand, not always be directly linked to monetisation. A mobile page should also represent the brand and offer the user a great brand experience especially with brands that sell products that customers are not (yet) inclined to buy online (e.g. cars).
Another example: BMW, for instance, have redesigned their mobile page. It is now based on AMP (Accelerated Mobile Pages) and PWA (Progressive Web Apps), which make it faster and more SEO-friendly. It is also in line with the brand’s philosophy: performance, usability and design. Improving the page’s customer experience resulted in 49% more visits from SEO and a 50% growth in mobile users. But, most importantly, the page tempts users to actually buy one of their vehicles. Traffic from BMW.com to the company’s sales page has increased from 8% to 30%6.
Albeit crucial for user experience – the importance of speed goes far beyond that. On Google, the speed of mobile pages has become a major ranking factor for mobile searches. Speed seems to affect everything, from awareness to traffic to conversion.
Here are our four tips how you can make your mobile page faster:
Know your status quo. Analyse the loading speed of your mobile page and benchmark it to competitors. Understand what affects your loading speed and how it impacts your revenue.
Define a speed budget. Loading time should not exceed three seconds. Prioritise optimisation opportunities.
Adapt your page for accessibility and usability. Test new technology such as AMP (Accelerated Mobile Pages) to increase speed.
Measure progress continuously and keep optimising. User expectation increases with positive experiences.