Why is my mobile site slow? [How to fix + increase revenue]

Why is my mobile site slow? [How to fix + increase revenue]

Site speed is make-or-break for mobile browsers. Slow loading pages can frustrate users, impact search rankings, and ultimately result in lost revenue. 

Google states that 53% of mobile users will abandon a site if page loading takes longer than 3 seconds. Yet, Google’s mobile page speed industry benchmarks report (Feb. 2017) revealed that the average mobile landing page load time is 22 seconds. YIKES!

Boost conversion rates and improve UX by finding and fixing slow pages. Google Analytics has a reporting feature that shows a page by page breakdown of the average page load time along with page speed suggestions.

How to view: 

  1. Sign in to Google Analytics.
  2. Navigate to your view.
  3. Open Reports.
  4. Select Behavior > Site Speed > Speed Suggestions

How to view mobile-only:

  1. Sign in to Google Analytics.
  2. Navigate to your view.
  3. Open Reports.
  4. Select Behavior > Site Speed > Speed Suggestions.
  5. Add Segment > View Segments > All > Mobile Traffic > Apply
  6. Segment ‘All Users’ > arrow drop down > remove

Going forward, we’ll go through the speed suggestion feature for individual pages. To test your overall site speed use Test My Site, powered by Google. 

The example below shows that this retailer has a big site speed problem. Their top 4 pages are over Google’s 3 seconds abandonment threshold. 
 

  

This retailers’ highest trafficked page is the homepage. This page loads at 7.62 seconds and has a page speed score of 68. Understand that page speed score is not a measurement of site speed, but rather, the extent speed can improve (this is on a scale of 0-100).

Clicking on ‘7 total’ under page speed suggestions we see the following: 

*Click the links to dive deeper and view exactly what, and how to fix, this page.

*Click the links to dive deeper and view exactly what, and how to fix, this page.

Conversions@Google 2017 exposed that mobile pages loading 1s faster see up to 27% increase in conversions. 

So how can you ‘earn’ that 1s faster-loading speed?  

Vendor Consolidation
The more 3rd party scripts loading on your page, the slower the page becomes. Compare vendors by overall revenue impacts based on your attribution model. We recommend a Linear model so all touches get some credit in the customer journey. If a vendor script is not contributing enough it is worth consolidation or removal. 

Image Compression
The number of images that preload plays a huge role in overall site speed. Compress images before uploading to the eCommerce platform to create speed. Limiting the number of auto-loading images will also help. 

Utilize a Content Delivery Network (CDN)
Rather than serve content from one location to all users regardless of their location, a CDN will deliver your content from a server close to the user, dramatically cutting load times.

We take site speed seriously
AddShoppers can consolidate many on-site marketing point solutions. We use "lazy loading" that delays loading of images out of view. In other words, images will not load until the user scrolls to them creating faster overall load times. Additionally, our platform is delivered asynchronously worldwide via Akamai’s Global CDN.

Want to experience higher rankings, faster load times, and increase revenue? Let's talk data to see how your pages stack up.