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.
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
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
– 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.
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.
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
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