The New Google Mobile Speed Scorecard

By Reece Groves, March 07th 2018 in Conversions
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At the mobile world congress in Barcelona at the end of Feb, Google launched something called the Mobile Speed Scorecard report. This article gives a brief summary of this innovation.

What is it?

Using data from thousands of websites across the globe, & usage data from people who have opted in to syncing the data on chrome, (Chrome User Experience Report) Google record the page load performance of your website and you can benchmark this against other websites in their database.

Here is an example. They don’t have all websites recorded in this way currently, but some of the biggest most popular are

Try it out here: Mobile Speed ScoreCard

Using The Tool To Make More Informed Business Decisions

The chrome user experience report is the real meaningful thing behind this release.

It is new and it is highly technical in what it means if you know how to harness this mass of data.

In basic terms, it will enable your web managers and developers to set up metrics that will give you enough data to make business decisions.

If you have conversion or e-commerce tracking set up you could create insightful reports that uncover correlations between these and the websites performance metrics i.e load time, First contentful paint etc

For example:

– Do your customers with faster time to interactive times (TTI) buy more?

– Do your customers who experience more long tasks during the checkout stages drop off at higher rates?

If correlations are found, then you can put a real case together to invest or not, in improving your user’s experience. But without the data in the first place, it’s just an unknown.

Create Detailed User Experience Metrics

Problem with top line figures such as page load speed is that it is just that, it’s an average. But not all your visitors are on 4G, or are on chrome etc.

They will likely be a mix of using 4G, 3G, WiFi, chrome, IE, Firefox, and see your web page load at different times.  Let’s hope if your valuable customers are iPhone 6 users, using Safari on a 3G network, in north London are not seeing your page load slowly! But then how would you know, your probably not tracking this yet?

But these new metrics along with integrating them into Analytics will enable you to create histograms like this among other useful detailed user experience metrics:

Histogram graph example showing the percentage of visitors against page load times.

Impact On your Bottom Line

What’s more, Google also released a calculator to work out what impact certain page load speeds would have on your bottom line

See how much more revenue you could gain by reducing load time by two seconds versus one second.

This model is based on data from Google Analytics accounts that have chosen to share anonymous aggregated data with Google for benchmarking purposes.

Average order value, avg monthly visitors, conversion rate can all be found in Google Analytics. For more info

Take Action – Next Steps:

If learning about how all your visitors experience your site, talk to your website managers.developers to diagnose any issues in mobile performance.

Here is a checklist that you and your website managers/developers should go through https://developers.google.com/speed/docs/insights/rules

 

 

 

 

 


Reece Groves

Head of Conversion - Push

Im Reece and I have lived in Hertfordshire for most of my life moving no less than 9 times! - Practically a traveller, so its safe to say I'm used to change. On paper I sound like a typical lad as I love everything cars, and football, but deep down I am geeky and not afraid to say I love the strictly come dancing show! When I have my work game face on, i'm very determined and dsciplined which definitely helps when developing a/b tests, managing landing page builds and analysing numbers to improve conversion rates!

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