Facebook has addressed something it claims as one of the biggest issues in mobile advertising: mobile site performance.
According to the social networking giant, more than 40% of website visitors abandon a site at 3 seconds of delay.
On some slower connections it can take 8-14 seconds for a mobile site to load, resulting in missed opportunities for advertisers and bad experiences for people.
With people spending more and more time on mobile, Facebook says it’s important that businesses optimise their websites – something most haven’t done.
In turn, this leads to an overall negative online experience for users.
Greg Stuart, CEO of the Mobile Marketing Association, says there are huge opportunities that exist for marketers on mobile.
“The poor performance of marketers' mobile websites, including slow page load times, continues to be an issue and is conditioning people to navigate away before they ever see the content or products they want,” he says.
“This also causes headaches for measurement systems who are trying to piece together what people are clicking on, watching or buying,” explains Stuart.
“We are looking into ways to help marketers optimise their mobile sites as we believe this will help improve the entire industry.”
Facebook says there are certain steps businesses can take to improve their load time.
This can be done by:
- Minimising landing page redirects, plugins and link shorteners
- Compressing files to decrease mobile rendering time
- Improving server response time by utilising multi-region hosting
- Using a high-quality content delivery network to reach audiences quickly
Facebook also adds that over the coming months, they're working to improve advert experiences for people by considering website performance and a person's network connection in their advert auction and delivery system