Back when the World Wide Web first came into existence, page-loading speeds were among the most important factors in creating successful websites. Many of us will remember how slow pages could simply freeze out as they tried to load images considered large back in those days.

However, with the expansion of broadband Internet and the implementation of new technology that helped speed up page loading and rendering, the website loading speed metric began to fade into the background. Instead, web designers created web pages crammed with multimedia – images, videos, Flash presentations, etc. – and loaded with underlying code for interactive and personalised content.

The transformation was quite profound. In the early days, web designers often accounted for nearly every byte in their quest for faster page loading speeds. The mantra back then was that users would not wait too long before leaving to find what they were looking for elsewhere on the web.

Additionally, search engines penalised slow loading pages compounding the difficulties for slow web pages. Yahoo was king back then, but even as Google took over the reins, speed remained an important factor for those interested in high rankings in search engine results pages (SERPs).

Everything old becomes new again

With the growth of broadband Internet connectivity, website speed became an almost insignificant factor with many pages lugging megabytes of text, code, images and multimedia. The growth of desktop viewing screens and higher screen resolution stimulated competition between web designers in creating spectacular viewing experiences.

However, the Internet landscape is changing again as more people are accessing the web using mobile devices. With the fast growing popularity of devices like the iPhone and Android smart phones, people have a handier way of getting online as compared to the older comparatively bulky laptop.

Additionally, mobile broadband and Wi-Fi hotspots are making it easier to access the web from a wider variety of locations. Most areas in cities provide Internet access and the availability in rural areas continues to rise rapidly. However, there are still many locations in which mobile broadband or high speed Wi-Fi access is still not available.

• In the UK, 3G availability in 2011 was only 53%
• In Europe, mobile broadband penetration stands at 43%
• Worldwide, only 13% of Internet users have mobile access
• In the Americas, overall availability is 24%
• Japan has the highest rate of 3G availability at 95%

Even in areas with high-speed Internet access, network congestion still remains a serious problem slowing down data transfer rates and negatively impacting the web experience of mobile users.

Speed is crucial again

In order to accommodate the fast-growing mobile Internet segment, web designers must again consider page-loading speed. Mobile users simply do not have the time to wait for slow-loading sites.

For commercial websites, slow pages can cut significantly into conversion rates. For example, a second of extra loading time can cause conversion rates to drop by as much as seven percent. An online store that makes £20,000 a day would lose £500,000 a year at this rate.

Websites that refuse to adjust to the new mobile environment may end up lagging behind their competitors. Eventually, their sites may seem archaically slow compared to others in the same niche.

Mobile speed tips

Here are some ideas that can help increase page loading speed:

• Keep navigation lean – Do not overly use graphics and other content for menu bars and navigation icons. Instead, concentrate more on providing room for content.
• Go easy on graphics – Use only as many images as necessary and do not worry so much about high-resolution images. Utilize CSS more to create attractive web pages with stylised backgrounds, text and Calls To Action buttons.
• Use more whitespace – Commercial advertising stresses the importance of whitespace. Do not overly cram pages with content. Viewers will appreciate this, as it is easy on the eyes. Split content over a large number of pages for mobile users. Whitespace makes it easier to draw the eyes of viewers to your call to action or to other important content.
• Conduct wireframe stage testing

Create fast websites as a long-term strategy

While it is impossible to predict what will happen far into the future, for now it appears that mobile device usage will continue to grow. The convenience of a smart phone that the user can carry in their pocket or purse will continue to attract new users especially among younger people.

However, broadband coverage may not keep up with the expansion in mobile device use. For website owners who want to stay competitive, and especially for those that look to attract visitors from global locations, speed will remain an important factor.

Successful websites tend to be those that stay ahead of the curve in adapting to the changing Internet landscape. As the world moves more toward the mobile Internet, those sites that provide pages that load quickly and provide an enjoyable browsing experience will rise to the top.

Mobile users will not waste their time waiting for creeping pages to appear on their viewing screens. Fortunately, the changes needed to improve speed are not particularly difficult or time-consuming. However, they can make a big difference in the potential for your site to attract and convert mobile users.

Author Chris Anderson

Toxic Creative – RESULT DRIVEN DESIGN & MARKETING
We’re based in Northampton and are experts in all aspects of graphic design, website design and marketing, from dynamic websites and printed literature to logo design and brand development … we do it all.