Facebook is pushing retailers and other marketers to speed up their slow mobile sites – or miss out on ad exposure.
The tech giant is now factoring in load times (and whether you have a mobile optimized website) to determine what ad content gets served. According to Aberdeen group, 40% of mobile users will give up on a site that takes longer than 3 seconds to load, and Facebook is using that research to back up its new requirements.
Why’d They Do That
The main reason for these changes is that people just don’t like waiting. All the research available shows that attention spans are getting shorter and competition for attention is getting more intense – and the majority of people won’t bother waiting for a slow site to load, even if they’re interested in the brand or product.
It’s not all bad though – Facebook’s new rules will make it easier for brands who comply to connect with customers, and make make the overall Facebook experience more seamless. Plus, improving the performance on your website will increase conversions.
What It Means For Retailers
Having a mobile optimized website is no longer a nice-to-have, it’s mission critical. And it’s not just Facebook leading the charge. Google recently changed its algorithms to rank mobile-friendly pages higher.
Facebook also said in a recent blog post, “Site abandonment hurts business objectives, like completing a purchase or filling out a form. It can also bring challenges to measurement – people often abandon sites before third-party site analytics have time to register a page visit. This can make it harder to track and optimize ad performance.” It may feel like a chore now, but a mobile optimized website will serve your company well in the long run.
How Progressive Mobile Can Get You There
Even if your customers wait for your slow mobile site to load, 79% of shoppers who are dissatisfied with site performance say they’re less likely to purchase from the same site again. In this time of narrow margins, retailers need repeat business. Progressive Mobile ensures you get it.
Mobify’s mobile technology makes mobile web a breeze. Besides keeping Facebook and Google happy, you’ll get a mobile optimized website with 2 to 4 times faster page load speeds and improved user experience for your customers.
Still have questions? Get in touch – we’re always happy to chat.