The web industry is in the fast-paced lane, and there is no stopping to it. If you lack the will to match it, be ready to be left behind. In a new research report submitted by Google, online ads today require more than just the right keywords or the right bids. You have to jump into providing helpful and frictionless experience to please the consumer. Yesterday only, Google popped up ad innovations powered by machine learning that promise to do just that.
Then comes the aspect of slow landing pages. It doesn’t matter how fine-tuned is your ads are, if they're sending people to slow landing pages, especially on mobile, it will not be able to deliver desired results. “In retail, we see that for every one-second delay in page load time, conversions can fall by up to 20 percent. That’s why we’re making it easier to diagnose and improve your mobile site speed.”
Mobile phones have taken over as the preferred platform over the desktop and all other devices. As reported by Statista of last quarter, 48 percent of Yahoo's U.S. organic search traffic originated from mobile devices. Google had the highest share of organic mobile search traffic with 57 percent.
It clearly shows the massive dominance of mobile, yet the average mobile webpage takes 15 seconds to load, and it turns outs to be a big turnoff for the visitor, especially when more than half of visits are abandoned if a mobile page takes more than three seconds to load.
To get a better understanding of how landing page speed affects your ad performance, Google came up with a new mobile speed score that evaluated on a 10-point scale, 1 being very slow and 10 being extremely fast. Through this, you can quickly see which pages are providing a fast mobile experience and which ones may require your attention. Mobile speed scores are based on a number of factors, including the relationship between page speed and potential conversion rate.
AMP stands for Accelerated Mobile Pages (AMP) that offers faster, smoother, and more engaging experience. In fact, AMP pages typically load 85 percent faster than standard mobile pages. You can direct your search ad clicks to those AMP pages and create the super-fast and delightful experiences people expect.
As I mentioned, mobile covers much of the user base, thus a faster mobile site is a must. A slow website will always render a negative experience, and the chances of winning back the trust of such users are next to impossible.
For this, Google has built two free tools: the Speed Scorecard and the Impact Calculator. The Speed Scorecard lets you see how your mobile site speed stacks up against your peers, and the Impact Calculator enables you to estimate the revenue you’re potentially leaving on the table by having a slow mobile site.
These are tricks that can help you to reach out to more people. Now it's entirely up to you whether you want to offer a rich experience to your user or make way with the existing sluggish speed of your present mobile page.
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