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Mobile visitors are 90% more likely to bounce if your pages load in over 1-5 seconds

By Patrick Kelly 24 Sep, 2018
Essential
User experience UX

Brands across all industries need to rethink their mobile experiences to focus on speed

A study by Google Research found that the average load time for a landing page on mobile is 22 seconds on an average 3G connection, while over half of your visitors will leave if the page takes longer than 3 seconds.

As consumers, we expect to have access to what we want when we want it and having to wait is not acceptable in a world where Amazon Now can anything from Groceries to the latest Playstation games to your door within two hours. So, how do the top industries fair when it comes to giving their potential customers what they want at the speed they expect.

Not very well as it goes. The Finance industry seems to be the best of a bad bunch with the Automative industry in the UK lagging behind with a miserable 12.3 second load time. According to Google the best practice speed is under 3 seconds and for the charts below you can see that no industry even comes close. Also featured in the research they found that a page load speed of 1s-5s increases the probability of the visitor to bounce by 90%. This is surely enough evidence for brands to rethink their mobile experiences to focus on not just design and UX but also load speed.

By implementing technologies that will serve AMP  and reducing the overall file size of the pages brands can enjoy a increase of people engaging with their content via mobile.

Speed: Average Speed Index - United Kingdom

Speed: Average Speed Index - Germany

Speed: Average Speed Index - United States

By Patrick Kelly

I have spent many years working with both B2B and B2C brands to implement data-driven marketing strategies covering paid search, SEO, Social media and marketing automation. You will also find me catching up on the latest Marvel releases or playing the latest RPG.

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