Internet Travel Monitor - Marketing, Research & Tech
February 28, 2018
Google Releases Leaderboard at MWC to Rank Web Site Speed, Tools to Verify Increases
At Mobile World Congress (MWC) on Monday, Google will release several tools to increase and verify the speeds of mobile websites. The Brand Leaderboard is an infographic that illustrates the leaders in mobile speed from Forbes Most Valuable Brands list. Leading the group is ESPN.com with a 1.4-second website load time. Apple follows with 1.5 seconds. Starbucks, Lexus, and Zara round out the top three with 1.6 seconds, 1.8 seconds and 1.8 seconds, respectively.
Editorial Note: TRIPinfo.com's speed ranks with the #12-14 leaders at 2.2 s.
Some 53% of websites are abandoned when a mobile visit takes more than three seconds to load the page, according to Google data.
For starters, the mobile Speed Scorecard allows site owners to compare the mobile speed of their website with other companies' websites, based on real world data from the Chrome User Experience Report. The report, a database of real user latency data, powers the Speed Scorecard. It shows the speed of thousands of page web site load times in 12 countries across the globe.
A site should load and become usable within five seconds on mid-range mobile devices with 3G connections -- and within three seconds on 4G connections -- wrote Jon Diorio, group product manager of Google Ads, in a blog post. And even one-second improvements could increase conversion rates.
A slow mobile site doesn't just frustrate customers -- it can limit a company's business. "In retail, we see that for every one-second delay in page load time, conversions can fall by up to 20%," wrote Diorio.
So along with the Speed Scorecard, Google introduced the Impact Calculator, a tool that estimates the revenue impact that could result from improving the speed of a mobile site. It can tell site owners the amount that is gained by reducing load time by two seconds versus one second.
Google recently added expanded support in accelerated mobile pages for Shopping ad campaigns. Later this year, AdWords will begin processing click measurement requests in the background to speed up how quickly a landing page loads.
Copyright 2018 MediaPost Communications. All rights reserved. From https://www.mediapost.com. By Laurie Sullivan.
To view the Internet Travel Monitor Archive, click https://www.tripinfo.com/ITM/index.html.