People are shopping on mobile more than ever, but mobile sites are falling short on engagement metrics such as average time on page, pages per visit, and bounce rate. Conversion rates are still typically half (or worse) that of desktop.
But there’s hope on the horizon. With the right technology, you can offer app-like page speed, features, and user experiences to your mobile web customers. We’re already seeing desktop or better conversion rates in apps with great performance and easy payment options. Applying those same techniques to the far broader reach of the web will give prepared retailers a truly happy holiday season (and beyond).
Need for Speed
The connected consumer’s need for fast mobile websites has been widely reported. According to Think With Google:
“The average U.S. retail mobile site loaded in 6.9 seconds in July 2016, but, according to the most recent data, 40% of consumers will leave a page that takes longer than 3 seconds to load. And 79% of shoppers who are dissatisfied with site performance say they’re less likely to purchase from the same site again.”
Slow page speed is a huge factor in engagement and conversion – our own data shows that as well. Slow page speed contributes to an unsatisfying (and under-performing) web performance in two major ways: poor user experience and interrupted mobile moments.
The payment process on mobile can also be incredibly painful. No matter how quickly your pages load, customers will bounce if it’s difficult to complete a task or your pages are burdened with extraneous images.
The bottom line is that mobile moments are fleeting. People spend the few minutes they have while waiting for an elevator or for a meeting to start on their phone. If they only get part way through a task before they’re interrupted, there’s a good chance they will never finish it, making quick page speed an essential priority.
Mobify’s Progressive Mobile™ web technology provides 2 to 4 times faster page load speeds, improving overall UX and ensuring that your customers can complete their transactions in the short time they have.