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load go below five seconds? This will be the point where conversion rate will start to be negatively affected.
• Implement a AMP mobile site: https://www.
ampproject.org.
DESKTOP SPEED
• Load test the desktop site. When does the page load reduce below five seconds?
• Reduce image size and make sure that the admin team understand how to optimise images. Often we optimise a site and then two weeks later the client’s team have unknowingly replaced home page images that slow the whole site down.
• Create page load speed alerts in Google Analytics, so that if page load increases over
66
a certain threshold you get sent an email.
• Do page load speed tests on the top four websites listed on Google’s natural search results for your biggest search keyword. Find out how quick they are and make sure you site is faster and as fast under load. Google will not send you more traffic if it knows your site is slow.
TABLET SPEED
• Look at the main tablets being used and their screen resolutions. Check
the responsive site ‘break points’ to make sure each size is optimised for page load.
• Load test on tablets to highlight issues.
SPEED IN GENERAL It’s all about speed. Don’t just think about speed in terms of page load, but think about how quickly your business reacts to a customer as it has a key impact on the conversion rate.
We humans think we are level-headed, consistent beings that don’t change our minds from one minute to the next. It’s an illusion. We are all over the place. We think that we are rational, that our decisions make sense.
Alas, experiments have shown that we make some decisions subconsciously and then come up with a conscious reason for that choice afterwards. Crazy! Our subconscious decides and then we pretend it was our idea. So, when you
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