Last week I had the pleasure of participating in a webinar with Google’s Senior Software Engineer and Page Speed Tech Lead, Bryan McQuade, which provided best practices for improving web performance and mobile site performance using Page Speed.
Over the course of the past several years, end users’ expectations for fast and reliable websites continues to increase, but organizations are falling further behind in keeping pace with these expectations. In fact, a recent mobile survey of more than 4,000 consumers further drives the point home – a majority of users are experiencing slow or unreliable mobile and application performance.
57% had a problem accessing a website in the past year and more than 80% said they would access websites more often from their phone if the experience was as fast and reliable. Poor performance is preventing many companies from taking advantage of the opportunities being provided by increased mobile access.
I know we’re continuously beating the same drum, but based on the survey results, the message is still not being heard. Web performance optimization matters. Failure to deliver quality web experiences as the result of slow or malfunctioning sites results in lost business.
I don’t know about you, but in most industries where your closest competitor is only a click away, I want to make sure that I’m providing customers with the exceptional web experiences regardless of their mode of access. Bryan offered the following examples of why mobile web performance optimization matters:
- DoubleClick removed one client-side redirect and received a 1.5 second reduction in ad load time and 12% increase in click-through rate
- Google Maps enabled HTML5 Application Cache and had a 3-second reduction in average page load time
You may be saying to yourself, seconds count, really? Yes, based on our real user monitoring research, conversion rates increases 74% when page load time improves from 8 to 2 seconds. How can you improve your page load time?
Use proven and established best practices that exist in the form of tools such as Page Speed which provides tailored, actionable suggestions to make the page load faster. Another is front-end performance optimization which can potentially require less time and resources than back-end projects.
We’ve said it before, but it bears repeating: Delivering fast, reliable mobile experiences is critical for businesses. In order to evaluate the quality of the mobile web experiences you deliver, you need to ask yourself:
- Is your website performing to mobile users’ expectations?
- Do your mobile sites and applications perform as intended across the devices and networks your customers use?
If you don’t know the answers, there is no time like the present to begin to effectively manage your mobile Web experience, leverage existing and proven technologies like Page Speed and best practices from the traditional web performance management world. Here is a list of recommendations on how to deliver quality web and application experiences to smartphone users to help get you started:
- Adopt your end-users’ point of view
- Know your end-users
- Make sure you are prepared for success
- Ensure end-users can access your mobile service 24/7
- Make sure your mobile site’s performance compares favorably to the competitions’
- Embrace a “One Web” application performance management approach
- Leverage industry best practices such as Page Speed mobile to optimize your front end mobile website performance
Watch a replay of the Gomez APM and Page Speed webinar.