Speed is key to mobile effectiveness and Google has the research to prove it.
“Immediate gratification: It’s not just for toddlers anymore,” says Google. “Mobile has trained all of us to expect to get what we want, in the moment we want it.”
What that means is that any marketeer’s success with a mobile outreach – one’s presence on smartphones and tablets – has to be quick. It has to be simple. It has to be right there when the consumer wants it. Too many steps, too many clicks to the destination will kill you.
“When your site or app is clumsy or slow, 29% of smartphone users will immediately switch to another site or app if it doesn’t satisfy their needs (that is, they can’t find information or it’s too slow),” says Google. “In fact, of those who switch, 70% do so because of lagging load times. And 67% will switch if takes too many steps to purchase or get desired information.”
And, of course, Google has the research to back up those numbers.
And, like it or not, we suppose the great Google – or, rather, Alphabet – knows of what it speaks. It is now the world’s most valuable company. So we can assume they know a little something about online effectiveness. In it’s 4Q 2015 earnings report the company boasted of $21.32 billion in revenue (just one quarter) and, now, 1 billion Gmail users around the globe.
Maybe we should at least listen to Google advice. (And it’s common sense, anyway.)
Three simple steps, says Google, will speed up any mobile website or app:
- Eliminate steps (or clicks)
- Anticipate what the consumer needs or is looking for
- Make sure your mobile site or app loads quickly
“Think about the goal of your mobile site or app,” says the search giant. “Are you trying to drive engagement, mobile commerce, registrations, calls, or visits? Start with that goal and think of how you can cut the number of steps a user must take to reach it. Here are some ideas:
- Display click-to-call buttons
- Offer GPS-powered driving directions
- Feature one-click functionality to streamline mobile sales or registration”
Check out your mobile content and search in your analytics, Google suggests. What are your visitors doing at your site? What seems to draw them there? After that, realize your call-to-action needs to be prominent, easy to find, up front, right in their face. Take advantage of those GPS capabilities.
“Sixty-one percent of smartphone users are more likely to buy from mobile sites and apps that customize information to their location,” Google insists.
And about that load time, yea, it needs to be quick.
“Suffice it to say that 40% of shoppers will wait no more than three seconds before abandoning a retail or travel site,” says Google.
The company actually has a free tool, its PageSpeed Insights tool, marketeers can use to test the load speed of sites.