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Less is More: Google’s Eye Opening Insights on Page Load Speeds

Less is More: Google’s Eye Opening Insights on Page Load Speeds

We all know that customer attention spans are incredibly short. Conventional wisdom puts the average attention span at 8 seconds; ambitious, science-oriented groups like bird watchers try to keep their members on task for half an hour at a time.

Google has been researching mobile website visitors’ behavior patterns. They were especially interested in what caused a visitor to leave a site, particularly if that site contained Google advertising. What they found was that there was a definite relationship between page load speeds and abandonment rates.

[Tweet “53% of mobile site visitors will abandon a site that takes longer than 3 seconds to load.”]

The average mobile website takes 22 seconds to fully load.

Do you see the problem here? Google has pointed out that mobile website users’ expectations are incredibly high. They want to be able to view and pay bills, check account balances, track shipments, and order products all in real time; all of these functions must be fully secure. These expectations exist without regard to the size of the business in question: the smallest boutique is held to the same standard as the world’s largest retailers.

Good web development can fix the problems small business owners are facing in an increasingly mobile-first world. We already know that more than half of all web traffic occurs via a mobile device. If you’re developing a website for the first time ever, you can build it with the needs of the mobile user primarily in your mind – but what happens if you already have a website that’s just not performing well on mobile?

Google reminds us that less is more. During their research phase, they found that some pages had as many as 6,000 disparate elements, including images, text, and other features. The more elements you have on a web page, the slower it loads. In the research, as a webpage went from an initial element count of 400 items to an eventual 6,000, the conversion rate dropped by 95%.

Web design in the mobile first age means focusing on what’s truly essential and important. The days of padding pages with reams of copy in the hopes of appealing to SEO ranking engines are behind us. Today, content must be strategic: focused on attracting customer interest and answering any questions they may have without becoming so bloated that customers become impatient and move on. By the time it takes 5 seconds for a page to load on your mobile device, the probability of your visitor moving on has increased 90%.

If you’re not sure how to test how quickly your website loads on a mobile device, let us know. We’d be happy to do a page load speed test for you, and, if the results of that test aren’t good news for your business, we can do a site audit and identify ways to increase page load speed. This is likely to be the single most important thing you can do to improve your mobile conversion rates in 2017!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office