How to: Mobile conversions

Make the mobile website faster? Sounds like something you can do at some point. Then, if you have some time. And that is well known: never.
But a slow mobile website costs money. At least if you want to sell something. For this reason, you should rather delay the optimization synonymous not too long. The good news: Better conversions are not rocket science and can be achieved quite quickly with a few tricks.

The 1 second rule

Users are impatient. This will not change, because technical improvements are quickly assumed to be normal in the network. Can anyone remember when websites crumbled across the net on 3G? If you find it rather funny today, but then was the measure of all things and is just over a good ten years ago (takes UMTS HSPA as a benchmark).

Meanwhile, the iron rule is: A mobile web page that has a load faster than one (!) Second is (too) slow. Especially if you want to sell something with it. Not only does that sound brutal, that’s it. However, studies show very clearly: The conversion rates decrease significantly when the loading time is over one second. And not only that: Experts now assume that in the battle for mobile sales at loading times even milliseconds play a role. In short, a potential customer who wants to buy something expects real-time speeds. Waiting is no longer an option for him.

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How to get there?

The if not good, then at least consoling message: With this problem, you are not alone. According to current measurements, 95 percent of all German mobile websites fail at this magical border. Nevertheless, you have to tackle this issue, because the user is not patient – and probably the competitors will eventually start to solve the problem. Currently, the average load time of mobile websites in Germany is just under three seconds. Of the 250 best-known domains, the study found that just under eight under the one-second limit (by the way, was the fastest booking.com with 0.8 seconds).

Step 1: Determine status quo

First of all, you have to find out how fast your own website is mobile at all. This can be done, for example, with a tool from Google that conveniently not only casts a load time and an approximate ranking, but also gives specific recommendations for improvement. An alternative for those who do not like Google: WebPagetest.org
After the determination comes the goal: You do not have to take the second as a yardstick, but a clear improvement should already be there.

Step 2: Use techniques like AMP

Accelerated Mobile Pages (AMP) has become a standard for mobile websites in recent years. The load times of static websites are getting much shorter. This works by being played over the Google network, saving important seconds in the transmission of information and content.

There are a few things to keep in mind, though, and trade-offs. For the construction of a website, there are special AMP specifications that specify, among other things, a fixed structure of HTML and AMP tags. CSS styles must be defined within the HTML and may not exceed 50KB in size. Forms where visitors fill in contact fields or custom JavaScript functions can not be integrated. Especially the last two restrictions are worth considering.

Thankfully, nothing is completely different in the network. So if you do not like AMP or Google or both, here are five alternatives to AMP. Completely passionless advice: Whether AMP or not, technology nerds should decide. First of all, it’s important that the site gets faster.

Also interesting: who tests more, grows faster

Step 3: Rethink the technique used

See also step 2: Not only AMP does not like certain things like Java. Generally speaking, if you have a functioning mobile site, you have to keep in mind that other technology laws apply on a mobile basis.

Beware especially with videos where you know that they are also very popular on the go. Google has provided a number of concrete and good tips on what should be considered and how best to save bandwidth and load time again.

Step 4: Optimize images

As beautiful and helpful as pictures may be, mobile are still a potential source of danger. Images are “heavy” and extend loading time. Even if they have been calculated small. Remember, we’re talking about an area where it’s about getting out milliseconds.

Look at it (yes, that’s subtle work!) Exactly how many pictures should be loaded at which position and on which page. Speed ​​is about beauty, especially in conversions – and losing a few extra pics on a page would be absurd.

Jakubetz recommends

Very rarely, there is the one, all-changing, reason why a mobile website is too slow for conversions. In the vast majority of cases it is about a series at first glance insignificant details. All in all, it turns out that if you really want to get closer to the one second sound barrier, there is nothing you can exclude.

You might also be interested in: How to: Improve Mobile Pages

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