A Day in the Life of a Consumer
We’ve all been there, on our smartphones, scrolling absent-mindlessly through our news feed on Facebook to waste time, when all of a sudden you come across an ad that features a product you just have to have. You know the ones – the quirky T-shirts, the cat themed handbags, the “sign up for Stitch Fix,” etc. You click on the ad because you are super excited and then it happens. You get the spinning wheel of death. The page won’t load, or even worse it crashes the Facebook App all together. In frustration, you either put the phone away or switch on over to see what is going on in the Twittersphere while wondering why the Facebook gods forsake you. Well good news – Facebook just announced changes to encourage advertisers to have fast loading websites.
What this means to Marketers
According to Wired.com:
If an advertiser’s website is slow, its ads won’t show up as frequently on the world’s most popular social network. And soon its ads won’t even show up when people visit Facebook on a slow Internet connection…When mobile sites get faster, Facebookers are less annoyed when they click on ads. They’re more likely to use Facebook. And in the end Facebook makes more money…Advertisers get more clicks. And, most importantly, the web is improved for all of us.
As a marketer, this may sound like Facebook is being tough on us, but Google also took similar steps last April to push businesses to make sure their websites are mobile friendly, which includes a fast load time. And load times do matter to consumers. Recent statistics reflect that:
- 73% of mobile Internet users say that they’ve encountered a website that was too slow to load.
- 51% of mobile Internet users say that they’ve encountered a website that crashed, froze, or received an error.
- 38% of mobile Internet users say that they’ve encountered a website that wasn’t available.
- 47% of consumers expect a webpage to load in 2 seconds or less
- 40% of people abandon a website that takes more than 3 seconds to load.
- A 1 second delay in page response can result in a 7% reduction in conversions.
- If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost them $2.5 million in lost sales every year.
Go Fast or Go Home
As a business, if you’ve yet to invest in a solid mobile web presence, now is the time. Consumers expect it and companies like Google and Facebook are starting to demand it. For more information about how load time effects your bottom line, check out this infographic from Kissmetrics.com.