Google says it takes the average mobile landing page 22 seconds to fully load. Which is a joke in this day and age, where most searches take place on mobile and 53% of users will leave a page that takes more than three seconds to load.
Those numbers add up to some serious problems if you’re in the majority of sites that load too slow for users to tolerate. So here’s the question: how do your mobile pages compare to the latest industry benchmarks and are they fast enough?
How do your mobile pages stack up?
Back in January Google analysed the landing pages of 900,000 mobile ads across 126 countries. The findings were mostly predictable, too. In the tech firm’s own words, “the majority of mobile sites are slow and bloated with too many elements”.
Here are some of the findings from Google’s research:
- For 70% of the pages analysed, it took nearly seven seconds for the visual content above the fold to display
- For the same sites it took 10 seconds for all visual content to load
- 70% of pages were over 1MB in size, 36% over 2MB and 12% over 4MB (it takes seven seconds for 1.49MB to load on a fast 3G connection)
- Automotive, technology, business and industrial market sectors were the worst performers
Source: Think with Google
It’s pretty worrying that business websites are among the worst performers. But why are so many sites failing miserably when it comes to mobile loading times? Well, there are plenty of reasons this can happen:
- Using templates and themes like WordPress
- Too many server requests (images, font downloads, JS files, etc.)
- Heavy files – eg: video backgrounds, HD images, etc.
- Poorly written code
- Too many ads
- Not compressing images and other files
- Poor internet connection on the user’s part
- Page redirects
- Poor server location
- Social media feeds
- Analytics code and cookies
The list could go on, but the important thing to know is there are a lot of things that stop your pages from loading as fast as they could. But the good news is this also means there’s a lot you can do to improve the speed of your site, if you make loading times a priority (and you should).
Are your mobile pages fast enough?
While there are free tools you can use to test the speed of your mobile pages, you probably don’t want to be typing your URLs into random online tools. Instead, it might be a better idea to get your phone out and test those pages yourself. Get your staff and colleagues to do the same and test over a variety of connections (private WiFi, shared WiFi, 4G, 3G, etc.).
Now compare your times to the table above. Google says the target is for your pages to load in 1.3 seconds or less on mobile. Anything more and your sloppy loading times are costing you valuable leads – which is particularly bad news if you’re paying for those visitors from AdWords or elsewhere.
If you need some pointers on how to speed up your loading times, you can get quick feedback from Google’s mobile-friendly tool. And if you need help implementing those changes or further advice on speeding up your site, get in touch with our team today.