Page speed really matters to web users, which is why Google has always taken it into account within its desktop search rankings. From July 2018 however, it will also be factored into Google’s mobile search rankings as part of its new ‘Speed Update’.
In today’s competitive, ever-changing marketplaces, great online performance is of utmost importance. However, recent studies have found that 87% of the UK’s top online retail brands alone are risking a significant drop in their visibility by neglecting mobile site performance.
Taking these recent Google Changes and Stats into account we have provided 5 top tips to help improve your mobile web speed.
TIP 1: Loading
Many online brands tend to serve the same content on the web page as on their mobile page. However, a user is less likely to scroll down to view “below the fold content”. Therefore, Online brands should only load what a user is definitely going to see, instead of serving everything at once (which is usually premature and completely unnecessary). Pages with just the key content can be displayed on mobiles and tablets in a shorter timeframe and eat up less data, too.
TIP 2: Optimising your Images
Reducing file sizes and ensure that the right images are shown to users based on the device they’re using. Adding an image compression functionality to a site’s admin system will also ensure that uploaded files aren’t larger than necessary (without compromising quality).
TIP 3: Remove Hidden Content
Space is limited on mobile devices, content is often scaled down on the mobile version of a site when compared to the desktop version, yet as highlighted on TIP 1, most online businesses serve all their content. The Key to improving speed is to implement server-side mobile detection, which can prevent it from even loading. This means that the site in question will no longer be attempting to fetch and then hide desktop-only images and/or features, which improves site speed.
TIP 4: Use of Carousels
Image carousels – are commonly used by online brands, however, recent opinions say they’re largely ineffective as customers tend to ignore them. They also cause speed delays on mobile devices as all images must be loaded in regardless of whether a user looks at them or not. Therefore, carousels should be used only for the high-ticket items, mainly the ones on offer or sale. Products not on sale or not a key focus should be diluted to a singular image.
TIP 5: Ongoing Improvements
Whilst you should implement these changes as quickly as possible it’s important to remember that site improvements should be actioned on an ongoing basis.