Milliseconds Make Millions: How Your Mobile Website Speed Affects Your Business

What the study figured out was that even if you make a small positive change to the mobile speed of can make a massive and positive effect on the Results generated for the business or the brands.

Mobile site data from 37 lead generation case studies, from retail brands, travel OTAs, as well as luxury brands and experiential and lead generation mobile sites from brands across Europe and the US. The results of the study demonstrated that even a small 0.1s delay or increase in page load time can positively or negatively influence the customer journey through the site and determine the final conversion rates.

If the mobile speed of the site decreased by 0.1-second conversions grew by 8% for retail sites and by 10% for Travel sites on average.

When the loading speed of the site decreased by 0.1s, retail consumers spent almost 10%

more, sites that focused on lead generation, as well as luxury consumers on website, engaged more with the page, improving page views by 7% for lead generation websites and 8% for luxury websites respectively.

Customer expectations are ever-changing and with the increased use of smartphones in everyday life the Need for speed … Mobile page speed is amplifying the need for the next-gen mobile formats for web pages. The gap between the have ( high mobile page load speed ) and the have nots( sites that load over 2 seconds ) will only bring about further consolidation in the online market place.

The next big battle for eyeballs will be between the brands that provide a better mobile user experience and those who cannot because they are limited by the technology on which their websites are built.

1. Mobile site speed improvements had a direct correlation to improved funnel progression.
2. An 8.4% increase in conversions with retail consumers were observed, and an increase in average order value of 9.2%.
3. When mobile site speed improved we also observed a positive change in the number of page views, conversion rates, and average order value.
4. A 10.1% increase in conversions with travel consumers was observed, and a slight increase in the average order value of 1.9%.
5. Retail consumers were most sensitive to speed in the pre-checkout stages of their conversion journey.
6. An 8% increase in page views per session was measured for luxury sites.
7. The highest homepage bounce rate improvement of 6.5% was in the travel vertical.
8. Lead generation informational pages bounce rate improved by 8.3%.
9. Bounce rates on product listing pages in retail and travel improved by 5.7% and 5.4% respectively.
10. Retail customer engagement increased by 5.2%.

1. Consumers are now mobile-first
2. Mobile is fast becoming the primary digital touchpoint for every customer and affects both online retail sales and in-store purchase decisions. This stronghold that mobile has on online sales will continue to grow and it is estimated that MCommerce will double from 2019–2023, which will surpass ¾ of total eventual e-commerce sales.
3. Smartphones are now critical in every part of the customer purchase journey, from product discovery to price comparison, comfort when browsing on smartphones is very much larger and influences the potential to buy.
4. In response to an increasingly smart and affluent mobile-first consumer, brands need to put their mobile eCommerce channels first and pay more attention to them. They need to embrace mobile completely and adapt culturally to the preferences of the local public if they want to acquire and retain consumers in different geographical segments over the long term.
5. Consumer expect more from your site
6. Expectations and needs of your customers have grown substantially over the last decade and will grow evermore. In the age of mobile e-commerce, you need to be customer-centric. The Competition is constantly adapting to new technology and perhaps the digital platform evolution is amongst the key drivers, however, the main catalyst has been the growth in consumer expectations, and a drastic decrease in the tolerance of a bad or mediocre mobile experience.

Mobile experience matters

One thing the report makes very clear is that the mobile experience matters to your customers and the study proved that if your mobile website load slowly, you visitors would not only have a bad experience they would share their bad experience with the world … on social media and remember whatever goes online stay there … forever !!

These are the reaction of customers which were surveyed

Over 45 % said they were less likely to make a purchase

37% said they were less likely to return to the site

23% said it would not make a difference if they knew the brand well

And 13 % said they would never tell a friend

If you are still thinking whether load time really matters, check out this statistic as it shows how a decrease in page load time has a direct decrease in the bounce rate.

An increase in 0.1 seconds caused an overall decrease in the bounce rate for mobile users. The study states an overall decrease of 0.6% on the homepage, -5.7%, and -1.9% on product listing page and product detail page respectively.

If you are struggling to gain increased sales, the answer to your problem is pretty straightforward. Pay attention to your site's performance and optimize it to load faster and better. Simply put, decrease your websites' page loading time and see a drastic spike in your conversions. Surprised that your website's load speed can be the biggest hindrance to your business growth? It's quite difficult to digest but it's true.

Please remember that Google as well as other search engines such as Bing, Yahoo, etc first prioritize websites that have a faster loading speed time as compared to slow loading websites.

It's very frustrating to wait endlessly for a very slow website to load on your mobile so you will immediately Bounce and leave the site. It is basic human psychology. Google and other search engines recognize this as a major factor in website – human interaction and hence it plays a very crucial role in your website ranking on search engines. As a business owner, if your website has a low loading speed, you are sure to lose out on ranking on google and consequently you will also lose out on sales, and conversions, and new customers coming on your site.

If you need help creating your own Google Ads Campaign for your website, or even auditing your website for speed issues please feel free to comment below or WhatsApp us on +971 558500095 and we will be more than happy to assist you.