Google Says Your Site Has To Load Faster

October 23, 2016 / Digital Marketing

Friction (according to Google): Any force preventing an end-user from getting online results quickly.

According to Google, there are two primary drivers of Friction:

  1. A site that is NOT mobile optimized, and
  2. Slow website load speed.

Here are some quick stats for you:

  • 51% of U.S. online shoppers cite slow site loading times as the top reason they abandon a purchase.
  • 40% of web users will abandon a website if it takes longer than 3 seconds to load.
  • Nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds.

In late September, Google Partners (we are one) hosted an exclusive event during which Google unveiled a new tool specifically designed to measure the drivers of Friction. The aim is to get small businesses to understand the elements of Friction and how to reduce the possibility of abandonment. This tool has now been made available to all Google Partners to test client sites for Friction.  If either metric is found to be ‘Poor’, Google’s tool makes specific recommendations to improve the site.  Google has also stated that they will reward businesses who reduce Friction with better positioning in organic search results (better SEO!).

If you would like to have your site tested, or would just like some additional information, give us a call or CONTACT US. We’d be happy to help you improve your site.