Conversions Fall by 20% for Every Extra Second It Takes Your Website to Load on Smartphones
There are a number of ways to identify what specifically on your site is slowing down load time. Once you identify the cause, you can take the actions needed to speed up your site to improve overall user experience and drive more conversions.
It’s important not to ignore slow load time, especially since the research shows that conversions fall by 7% on smartphones if your website is just 100th of a second slower than peak load time. If you don’t know how to identify what’s slowing your site down, an SEO agency can help figure out what’s going on.
You already know your customers are on the GDN, browsing the web for a variety of reasons. Reaching them at the right time is the goal, and now Google AdWords is giving advertisers one more way to do just that. At the end of April they rolled out Smart display campaigns that are designed to make it easier for advertisers to reach customers across the vast GDN. These campaigns differ from the traditional display campaigns in that they use Google’s machine learning to automate the optimization process.
Not everyone can take advantage of Smart display campaigns however. You must have “at least 50 conversions on the Display Network or at least 100 conversions on the Search Network in the last 30 days,” according to Google.
Google Home takes up the other big portion of the market at about 24% with smaller brands accounting for the remaining 6% of the market.
(Stat Source: eMarketer)
If you’re a marketer looking to stay ahead of the game, here’s a quick tip. Check for search terms driving traffic to your site including the wake words for these digital assistant devices. For google home, the phrase is “OK Google”, and for Amazon’s Echo, the wake words are “Alexa” as well as “Amazon”, “Echo” or “Computer”. You can even add keywords to your PPC campaigns that include these wake words plus your product or brand name.
Tracking mobile e-commerce revenue had its set of challenges at first for many advertisers, but now that the space has developed and grown very quickly in the past few years, it’s become easier to track exactly what customers are doing including purchasing on mobile devices. (Stat Source: Outerbox)
Not only that, the ability to track and analyze user behavior across all of their devices has also developed significantly recently, giving brands the power to really learn valuable insights about how their marketing and advertising campaigns are truly performing.
In the next 12 months in particular, it would be wise to keep an eye on how much of your e-commerce revenue is shifting from desktop to mobile, and make sure you’re doing what you can to make it as easy as possible for your customers to make purchases with confidence no matter which device they are using. Finally, make sure you are advertising on both mobile and desktop devices with a budget that is in-line with user behavior.
Have you seen your conversion rates drop in recent months? Or worse, are you not tracking conversions on your website?