I was a little surprised when I took a look at results from The Search Agency’s latest “Mobile Experience Scorecard.” According to the survey, even top retail sites are falling behind in meeting Google’s recommended best practices for website performance.
The study found that only nine of the top 100 e-tail sites use responsive design, which is what Google recommends for optimizing a site to be viewed across multiple device screens.
Retail sites also need speed. While Google says 1 second is an acceptable load time, the sites reviewed by the survey had an average load time of 2.99 seconds.
The survey rated sites on a 5 point scale for their compliance with best practices for mobile experience. The average score was just 2.8. Sites aimed predominantly at female consumers tended to get the highest scores, including Nasty Gal, eBags and Zazzle, among others.
The Search Agency’s report included some recommendations for making sites for mobile friendly. For starters, TSA suggests using responsive design, adding visual cues for easier navigation and optimizing the site for fast loading. Mobile users are not by patient by nature, so anything that makes the user experience slow and frustrating will drive consumers elsewhere.
When we think of sub-optimized websites, most of us immediately think of SMBs. The truth is websites at all enterprise levels need help adopting best practices for optimal mobile performance.