In this age where pizza deliveries happen in 30 minutes and Uber cabs get booked in less than a minute, speed is paramount. The same is then true for your mobile sites and applications. People wouldn’t be interested to see your innovative website design if it takes more than a few seconds to load.
Research suggests that even a 1 second delay can result in reduction of customer satisfaction by 16% and what’s more, 1 in 4 visitors abandon a website altogether if it takes more than 4 seconds to load.
When everything from online shopping to information search happens on mobile these days, it’s important to ensure faster user experience. Let’s go on to understand the detailed reasons on why it matters.
1. Leads to user acquisition, retention and engagement
Did you know that globally 68.1% of all website visits in 2020 came from mobile devices while desktops drove only 28.9% of all visits? These users that come to your websites using different devices carry with them some expectations. What happens if you don’t meet them?
It results in not only higher bounce rates but you lose the chance to convert these leads into customers, let alone retain them. In contrast, when you focus on faster user experience in terms of faster loading time, the statistics state that sites that open within 5 seconds boast of 35% lower bounce rate, 70% longer average sessions and 25% higher ad viewability. This automatically leads to an improvement in user acquisition, retention and engagement.
After all, think of this scenario. You have written the perfect article for your client. You put it up on your blog and send the word around to your clients. But your site only keeps loading when they try to click on the link.
Would they be interested in visiting your blog the next time you tell them to? Probably not.
2. Improvement in search engine ranking
Google has recently shifted to “mobile-first” indexing which is why adopting responsive and mobile-friendly design is important. Page speed is known to have a major impact on the site’s ranking. In fact, there is a strong correlation between Google rankings and site speed with the fast-loading sites having a better chance to rank high.
For example, if two mobile sites have the same domain authority, backlink profile and content quality, Google would give more weight to the one with better page speed in organic rankings.
So, setting up for a faster user experience will directly affect your search engine ranking too.
3. Better Adwords Quality score
You made a creative advert. Many people click on it but due to your website’s low response time, they end up parting ways with your website. This sends a signal to Google crawlers that your landing page isn’t fit to be ranked well.
Sadly, a majority of businesses choose to ignore this fact and end up wasting their precious time, energy and money in the process of creating landing page experiences that don’t convert.
As we have seen that page speed is a key element of your landing page conversions, there are subtle links here that can’t be ignored. The faster your landing page loads, the better your quality score will be. As quality score fuels CPC, the better that score will be, the lesser will be your ad spends. As efficiency of your ad spends increases, the broader the reach will be.
Now that we have seen how important faster UX is, let’s look at 2 ways to implement that optimization.
Two ways to optimize for faster user experience
1. Keep things simple
When you get caught up in adding too much to your mobile application or website, your site/application keeps getting slower and slower. This is what the developers call code bloat. It happens when your site gets weighed down with excess code.
Instead, keep things simple. On a small mobile screen, adding too much will only lead to clutter. Opt for minimalist designing and reduce the amount of code you use to improve your site’s user experience.
Remember, when it comes to mobile, less is often more.
2. Anticipate needs and cut down steps
When Virgin America made room for a single call-to-action by clearing out clutter like offers and distractions from their booking process, their mobile customers ended up booking their flights twice as fast.
When you anticipate what your customer wants, you can eliminate all the unnecessary steps and make the user experience faster. For example, if users like a faster buying process, just keep three simple steps: add to cart, click checkout and pay as many shopping sites do.
You not only make your users happy but avoid code bloat by not having tons of steps.
If you’d like to get an interfaced designed that intuitive and fast at the same time, please contact us at [email protected].
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