Facebook recently posted on its official blog, that more than 40% of people left a mobile site just seconds after a click, because they were frustrated by slow loading times. They are looking to improve the user experience of viewing content in the Facebook in-app browser.
Since mobile is a relatively new channel, many businesses haven’t optimized their website for mobile yet. This can lead to negative experiences for people, and problems for businesses such as site abandonment, missed business objectives and inaccurate measurement.
Facebook will begin considering factors such as landing-page speeds when deciding what ads to show users. Advertisers who do not speed up their page load times will have their ads pushed back to the back of the line.
Facebook is encouraging brands and their partners to better optimize their mobile sites. The company is also expanding its “Help Center” for advertisers to offer tips on how to make their mobile sites faster. Suggestions include minimizing landing page redirects, plug-ins and link shorteners. Also they can compress files to decrease mobile rendering time; and improving server response times with multi-region hosting.
Facebook will now start to “prefetch” (pre-load) brands’ mobile sites before people actually click on them. “This shortens mobile site load time by as much as 30%, improving user experience and decreasing the risk of site abandonment,” Facebook said. Pre-fetching will start in a phases, beginning now and completing by the end of September. This boosts the overall performance of ads and increases the number of ad clicks that lead to site visits.
Mobile advertising will account for more than 80% of Facebook’s expected $22 billion in ad revenue for this year.
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