Speed is a relative term, particularly when you’re talking about the Internet. What was considered just a couple years ago to be a lightning fast experience would today be considered moving at a molasses pace. As speeds have increased, people’s expectations have risen regarding how rapidly they can move through mobile sites or apps. A recent Think With Google article lays out helpful advice for marketers on how to eliminate speed bumps and ensure your viewing audience’s need for speed is met.
Streamline Your Mobile Design
Google found nearly 30% of smartphone users switch to another app or site if it loads too slowly for them to find the information they need. Of those who switch, 70% do so due to lagging load times, and 67% follow suit if there are too many steps involved to make a purchase or get the facts they’re looking for. Google suggests taking three simple steps to streamline your app’s or site’s design in order to speed up the process for customers.
- Reduce the number of steps a user needs to take to achieve their goal – which is directly related to the marketing goals you set for your site or app. What is it you want the user to do – make a purchase, call you, register for a seminar? Start there and then come up with the fewest number of steps your customer must take. For example:
- Create a compelling call to action (CTA) button that takes your users three seconds or less to see; in other words, don’t put it at the bottom of the page
- Use click-to-call buttons
- Simplify the checkout process: do not require upfront registration, and make order modifications easy
- Anticipate what your customers are doing on your site and then design accordingly:
- Take advantage of the built-in GPS on your customer’s smartphone to customize information to their location
- Place CTAs in a prominent location on your site’s homepage
- Use past behavior to segment your customers and target their specific needs
- Believe the numbers that say load times really matter to consumers. Those three seconds before users abandon a site are crucial, so do everything in your power to ensure your site loads quickly.
A Quick Wrap-Up
Your customers want to move fast on your site or app, but that doesn’t mean they don’t want to engage. Turn them into loyal customers by acknowledging their busy lives and giving them a site that helps accomplish their needs in no time flat. When your customers learn they can rely on your site to load quickly, they’ll make return visits, and recommend you to others.
If you’re a business owner, CEO or Marketing Director looking to learn more about how to increase the speed of your user’s mobile experience, let us show you how. Contact us today for a free consultation.
