Users are increasingly demanding, so we must offer fast and satisfying experiences. Therefore, it is important to optimize the loading time of our landing page. And we must be more demanding with our site on mobile devices.
According to recent studies, the average loading time of a page on a mobile device is 22 seconds. Taking into account that more than 50% of visitors of a mobile website leave a website that takes more than 3 seconds to load, this is considered a problem. Therefore, our site must convince the user within that margin and not make him wait.
We include below a graph that represents the probability of abandoning a page on mobile devices based on the loading time of the site.
Probability of abandonment depending on the loading time. Source: Google / SOASTA Study
It is no secret that buyers of an ecommerce or visitors to any website increasingly demand faster experiences. If these experiences are too slow or too complicated they can leave the site or the shopping cart.
Then, we will introduce you to the PageSpeed Insights tool and we will emphasize the basic points to consider to improve the user experience on our landing page.
We have already talked in other posts about how the experience of using the landing page of an AdWords ad affected its quality score and, therefore, its average position. In this post, for example, we gave a little trick to increase the relevance of the landing page.
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PageSpeed is a Google Developers tool that analyzes the content of a website, measures aspects related to the loading time and the experience of using a web page and, based on the results of that measurement, returns a score (on 100) and some tips for improvement.
The tool provides us with two different measurements: for mobile and computer. Different scales, different measurements and, therefore, different results.
It is very simple to use:
Using Google PageSpeed Insights is very simple
First, we will see that the results are different for mobile and computer. It uses different criteria, so the analysis is different.
The different measured factors can obtain these 3 qualifications:
Therefore we can observe the different types of qualifications:
The tool identifies aspects related to the loading time of the page. The truth is that it is quite demanding with the loading speed, especially in mobile.
Results view PageSpeed Insights desktop
According to all aspects analyzed by the application and its rating, you will get a grade (out of 100).
These are some of the analysis metrics that this tool measures:
All this is especially interesting, because it affects the usability of the page, read this article on “Reduce the size of the content of the upper half of the page“
In a world where more and more users receive more information and have less time to devote to it, the loading time of a web page is essential. And on mobile it is even more relevant when we know that the use of mobile devices continues to increase in relation to other types of devices.
Therefore, the experience you provide to your users is essential, and this includes the loading speed of your site. If you want to keep the users on your website and do not get bounced you should pay attention to all the details mentioned above and create a faster website, that is more friendly and provides a better user experience in general.
And if you are using this website as the destination URL of an AdWords ad, poor usability can influence the quality of your ad, lower the average position and worsen the results of your campaign.
So, if you have between 3 and 10 seconds to convince your potential client, be fully aware that every second counts. Getting a better rating on PageSpeed means a better response to the user.
We show below some of the recommendations that will allow us to improve the Google PageSpeed Insights score:
Any of these formats are downloaded faster than conventional PNG or JPEG formats. The problem presented is that these types of formats are not compatible with all browsers and it will be necessary to see their evolution to see if we should finally include them in our websites.
Other tools that can help us improve the loading time of our website, especially on mobile devices the Google Test My Site tool measures the speed of all pages of your website based on various data from around the world and comparative with other companies in the sector compiled in a Chrome User Experience Report.
Using Google PageSpeed Insights or other tools will not solve anything by itself, keep in mind that it is we who have to carry out the actions. But using it as a guide, complying with your suggestions and getting better ratings will help us reach our users better and faster.
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