Patient-centered culture

Anyone who has ever abandoned a website because it was too slow knows the negative impact of a user experience. Today, consumers seek to satisfy their needs on both mobile and desktop devices that generate a fast and positive experience while browsing the Internet.

Research by Google and Deloitte analyzed 37 major European and American brand websites, across four verticals: retail, luxury, travel and lead generation, as well as mobile load times, which were tracked hour by hour. days; This analysis revealed three important opportunities when developing this type of platform.

1. Faster sites mean more customers will convert

Improving site speed boosts progress rates at nearly every stage of the mobile buying journey, from landing page to conversion.

2. Faster sites encourage people to stay longer and generate more consumption.

Decreasing mobile site load times by just a tenth of a second has resulted in significant performance gains. Specifically, conversion rates increased by 8.4% for retail and 10.1% for travel.

In retail alone, average order value increased 9.2%, while luxury sites saw an 8% increase in page views per session.

3. Faster Sites Have Lower Bounce Rates

One in five retail and luxury sites surveyed saw their homepage bounce rate improve by 0.6% and 0.2%, respectively. The results were even deeper for lead generation brands, as mobile speed improved by just 0.1 seconds, for an informational page, while bounce rate decreased, by 8.3%, for 1 out of 2 lead generation sites.

Businesses need to prioritize a user-centric culture to see the benefits of improving site speed. Today’s users are looking for mobile devices and it’s essential to be there for them, with fast experiences.

It is very important to consider actions that allow you to capitalize on the interest that exists on the part of Internet users, hence the importance of having a fast and user-friendly site for them; some recommendations are:

Understand the health and speed of your mobile page, using tools like MySite Test.
Analyze the impact of speed on your results, using your own data or report data as a benchmark.
Establish a strategy to improve site speed, including a speed budget and shared KPIs with business and customer satisfaction.
Track your site speed and link to your analytics data to see the impact of speed improvements.

Today’s consumers expect experiences that are not only fast, but also personal and easy to use, where they can obtain well-informed and valuable information at the time of their research.

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Think with Google. (2022, October 28). How speeding up your mobile site can improve your results. Think with Google.

Alejandro Zayas graduated in Marketing with more than 15 years of experience in the pharmaceutical industry, Pharma, CHC, Ot’x and Medical Devices.

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