In this article, Mary Ellen Coe, president of Customer Solutions for Google, explains why companies, even those that do not engage in electronic commerce, should consider, in particular, speed on mobile devices.
I meet with hundreds of owners and business executives a year. All brands, whether small or international, have something in common: they want to grow. And while there are as many growth strategies as there are types of companies, there is one area in which almost all can improve: the mobile web.
Mobile is still the most used platform in a world where people have more ways to search, explore and buy than ever. However, it is not enough to be present. In order to grow, companies must offer a fast mobile experience, the one that users expect and demand at present.
In the retail sector, we observed that a delay of one second in the loading time of mobile devices can have an impact of up to twenty points in the conversion rate1. In turn, 54% of users say that the longer the load time of a brand’s mobile site extends, the greater their frustration2. This puts all the companies with a mobile presence in front of two options: to offer the clients the kind of experience they expect or prepare to see them go to another site with a shorter loading time.
If a slow mobile experience keeps customers away, a quick experience can help attract and retain them.
However, I often note that companies do not invest enough to offer fast mobile experiences that can generate revenue and loyalty to the brand. It is not that companies do not understand that this type of experience is important, but that they tend to consider it as an objective and not as constant work. Regardless of how fast a site is, speed must be prioritized continuously.
The example of market leaders
The brands considered “successful” include a wide variety of companies that benefited after giving priority to providing a quick experience on mobile devices.
It is key, for example, to avoid large images and slide shows on a mobile site, since its slow loading directly affects the quality of the user experience. Through a combination of browser caching, image optimization and content prioritization in the visible part, the German e-commerce company bücher.de only loads images if they appear in the area visible to the user. Through this and other optimizations on your page you could increase your speed by 33% and reduce your loading time to 3.5 seconds.
The speed of the mobile site also helped boost the growth of Telefónica, one of the most important telecommunications companies in the world. Taking into account that more than 70% of web traffic comes from mobile devices, the company set out to increase sales, reduce processing costs and increase self-management: the team decided to try the Accelerated Mobile Pages (AMP), a standard of open source that allows mobile web pages to load almost instantaneously. Thanks to the AMP, Telefónica improved the load times of its mobile site by 70%, that is, it went from six to only two seconds in 3G connections. That allowed him to increase the click rate by 31%.
Even if a company does not engage in electronic commerce, speed on mobile devices can affect the final results. BMW checked it when it renewed its mobile site in order to evoke the same sensations of speed, performance and reliability of its automobiles. The company strengthened its website through the use of AMP pages and progressive web applications (PWA), an innovative technology that provides reliable, safe and hassle-free experiences, and responds quickly to user interactions, even in poor network conditions. . What happened next? In addition to achieving a loading time up to four times faster on its website, BMW got the proportion of people who clicked to access its sales site rose from 8 to 30%, representing an increase of almost 400 %.
Analyze in detail the speed of your mobile site
Choosing where and how to invest are some of the most important decisions that companies must make, and at Google we want to facilitate this process in order to make intelligent investments in improving mobile speed. Therefore, we present the new Test My Site tool, which helps brands understand, measure and compare the speed of mobile sites.
This solution accompanies companies of any type and size, and allows them to take the necessary steps to grow. The key is to learn to provide the fast experiences that consumers demand on mobile devices.