Slow mobile sites affect publishers’ revenue

Today, more and more people are willing to browse websites via smartphones instead of desktop devices. Faster mobile sites typically lead to lower bounce rates, longer session durations, and higher conversion rates. In other words, slow loading sites damage user experiences and negatively affect publishers’ revenue.

 

There is a research, “The Need for Mobile Speed”, based on 11,800 global mobile web domains, and data is generated from Webpagetest.org, Google Analytics and Google DoubleClick. It shows you how slow mobile sites do impact on users’ engagement and publishers’ revenue.

 

Quick Facts:

  • The average load time for mobile sites is 19 seconds on 3G networks.
  • Only 23% of mobile sites take 10 seconds or less to load over 3G connections.
  • 53% of visits are abandoned if a mobile site loads more than 3 seconds.
  • Publishers whose mobile sites load within 5 seconds earn up to 2X more mobile ad revenue than those whose sites load in 19 seconds.

 

According to the study, most consumers expect a mobile page to load in 2 or 3 seconds, but the vast majority of sites cannot meet the need. Users engage less with content and ads when sites are slow, which means publishers have less chances to monetize.

 

Additionally, Akamai has a similar research about loading time. It says that a 1 second delay in page response can result in a 7% reduction in conversions. If you run an e-commerce site and sell $500 per day, every one second delay could potentially cost you approximately $13,000 per year. Therefore, it’s time to optimize and speed up your mobile sites.

 

Make it fast

In order to improve your mobile site’s performance, the first step is to assess the current status. To be more specific, you should find out the load time of your page, file size, server requests and more insights. There are a lot tools you can use, like PageSpeed Insights, WebPageTest, Pingdom, Mobile-Friendly Test, etc.

 

Once you understand what is slowing down your mobile site, you can start to fix and optimize it. Besides, publishers should consider some latest open source solutions, such as Accelerated Mobile Pages (AMP), Facebook Instant Articles.

 

Last but not least, you need to monitor your site’s performance and maintain regularly, because accelerating sites is a huge and ongoing work. In the other hand, you should also pay attention to up-to-date techniques to increase the speed of your mobile site.

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