We all know how frustrating it is when a page takes forever to load. We twiddle our thumbs and look from side to side. And after just three seconds, we bounce.
But somehow publishers aren’t responding to this primal need that we all know as users.
According to Google’s research from the Mobile Speed Matters report, the average load time for mobile sites across the web is 19 seconds. This is a LONG time. Usain Bolt can run 200m in 19.9s – think of what your users can do with a tap and a swipe.
But how does this impact me? Well, the report also states that…
- 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load.
- Publishers whose mobile sites load in 5 seconds earn up to 2x more mobile ad revenue than those whose sites load in 19 seconds.
By now we think you’re sold on speed. So what’s next?
- Understand your site’s speed with these resources
- Consider one of the following quick fixes
- Get our mobile web speed toolkit and…
- Measure your site’s performance
- Assess the different components impacting speed
- Prioritize the order your site loads
- Test, remeasure and repeat to improve your site speed
- UGC publishers with constantly evolving content – think Tumblr, Facebook, Pinterest.
- Sites with lengthy articles or tutorials. No one wants to click ‘more’ or ‘page 2’ anymore. It’s just too dang hard.
- Publishers using a slideshow with pagination. Consider a lazy loaded infinite scroll instead. Users love it.
- Publishers considering mobile first (aren’t we all?!).
- Crawler errors & SEO impact and check out this article for creating a search friendly infinite scroll.
- Choose a color scheme and stick to it
- Choose a layout and stick to it
- Choose a theme and stick to it
Place ads at natural breaks or where the user’s attention may have waned. Not only will this improve user experience but it also may encourage a higher CTR and increased audience engagement.
Keep it simple, folks.
Tips on keeping it simple
- Make it touch friendly. What’s easier than that?
- Bullet points make your content easily consumable
- Be brief in sign-ups. If your site requires users to sign-up or sign-in, keep input requirements to a minimum or consider adding a Google sign-in option to speed up the process
So there you have it; the four S’ of user experience: speed, scroll, style, simple. If you’re new to AdSense, be sure to sign up today and start turning your #PassionIntoProfit.
Posted by: Sarah Hornsey, from the AdSense team