March 6, 2018
Last month, Jason Crichton, our VP of Interactive, wrote a great blog post on how brands can improve their web performance. In this blog post, I’d like to talk about why this is a good idea.
As Elevate’s Head of New Business, my focus is on developing relationships with clients who are like-minded in their passion for designing amazing digital experiences for their customers. When researching a brand, I start with something that can be easily tested and experienced — site performance, specifically page speed. I test countless digital commerce sites every day using tools like WebPageTest and Google’s Mobile Speed Test and PageSpeed Insights.
I’m surprised at how many brands have sites that take a significant amount of time to load on desktops and mobile devices. For example, I recently researched several popular beauty brands, each with more than 50% of their web traffic coming from mobile devices. My findings? All have mobile experiences that take ten seconds or longer to load, according to Google’s Mobile Speed Test. Google estimates a ten-second load time will result in nearly a 30% loss in visitors. That means a brand with a 2% conversion rate, $12 average order value, and 1 million monthly visitors would be losing about $168,000 in potential revenue every month, or more than $2 million a year! (Check out our revenue calculator if you’re curious about how conversion rates can affect your returns.)
This is a potentially big issue for brands, and will become an even bigger one in July, when Google begins to factor in a page’s mobile loading speed into its search rank. Sites that have poor mobile page speed will definitely want to start focusing on turning it around if they want to continue appearing near or at the top of Google searches.
While page speed is just one component of a site’s performance, it is the first impression your brand makes on a visitor. We live in a world where consumers expect instant satisfaction, and with their new update, Google is now making brands accountable for meeting this expectation.
“A good first impression can work wonders.” — J.K. Rowling
What first impression is your brand leaving with your customers? If it’s not what you want, Elevate can help. We’ve been solving this problem, along with other digital commerce challenges, for more than fourteen years.