Commexis Cast – July 2, 2018: The Crippling Effect of Slow Page Load Speed

Today’s Commexis Cast discusses how a slow page load speed can increase bounce rates, hurt conversions, and general dissatisfy and frustrate an end user.

Chris LoRusso, svp publisher solutions at Nativo, wrote a fantastic piece on Digiday analyzing an Akamai study on page speed loading. LoRusso reports that the study found, “a 100-millisecond delay in website load time led to a 7 percent drop in conversion rates. Meanwhile, while only 9.6 percent of users bounce when encountering an average page load time of 2 seconds, bounce rate skyrockets to 32.3 percent when page load times climb to 7 seconds.”

Nativo accounts for much of this slow-down being third-party tracking tags. Phillip is quick to remind everyone that third-party tracking tags aren’t inherently malicious, but can often build-up over a sites life time if not properly “cleaned” away. A business, for example, that has given access to their website to 2-3 different agencies over a couple years could have a variety of third-party tags that the agencies never cleaned out from those that came before. Then, the page can load significantly slower.

So, what is the solution to third-party tracking tags slowing down your site? Do spring cleaning each year to make sure every tag you’re using is actually being used.

Finally, Google AMP and Facebook Instant Articles are other ways to increase site speed (one for landing pages, the other for publisher articles on Facebook). Phillip explains that both of these tools are incredibly useful to use, as long as they’re being used in the right way, and brands and businesses should be encouraged to use them more.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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