Most business owners know the value of having a mobile-friendly website. They help attract visitors during Google’s “I-want-to-know,” “I-want-to-go,” “I-want-to-do,” and “I want-to-buy” moments.
However, it’s not enough have a mobile-friendly site. Performance now rules the day. According to Google:
- As visitors wait for your website to load, bounce rate increases. For example, out of 100 visitors:
- 53 leave after waiting 3 seconds
- 31 more leave after waiting 6 seconds
- 4 more leave after waiting 10 seconds
What does this mean? At 10 seconds you have lost 88% of your traffic.
Bigger Isn’t Always Better
We’ve found that the most common reason for long load times on mobile sites is that the site is too big. This is because it is common for companies to convert desktop websites to to a mobile format without optimization. The site may look good on a mobile device, but it may not load fast enough to keep visitors interested.
Most of us have high-speed internet connections to our desktop computers and use cellular services or public or home-based wi-fi with our mobile devices, which is one reason why download speeds are longer on mobile.
Doing Our Research
Since over 50% of search traffic comes from mobile devices, we decided to survey 213 websites of companies located in the southwestern suburbs of Minneapolis. We wanted to know:
- How many of the sites are mobile-friendly (automatically reformat to a mobile device’s screen size)?
- How well do they perform, relative to Google’s mobile website performance tool?
- Out of 213 websites surveyed, only 76 (35.6%) were considered to be mobile-friendly.
- Of the 213 sites, Google ranked 2 (1%) Good, 50 (24%) Fair, and 153 (75%) Poor.
Why Is This Significant?
According to Google, 51% of people who make purchasing decisions based upon what they learn online end up buying from a brand they hadn’t originally considered.
If your competitors are investing in online advertising, their visitors are using mobile devices, and their mobile websites have fair or poor performance, there is a large opportunity for you.
What To Do About It
Have your website analyzed and optimized for mobile performance. That could allow you to disrupt the buying journey of your competitor’s customers and gain those customers for yourself. (Their potential customers may not wait for their site to load and move on to yours, assuming that it is optimized.)
How much might this cost? Estimates are between 10 – 15% of the amount you had originally invested in your existing website, which is not significant, when compared to what it may do for your business.
Want to learn more, or take action? Let’s Talk!