Google announces that it has created a single destination to help mobile web advertisers and publishers understand, benchmark, and improve their site speed:Test My Site. The free tool will help educate mobile web advertisers and publishers on how to improve their site performance and understand how mobile speed impacts conversions. This both provides a single metric to measure site or page speed and helps to bridge the gap between marketer and developer by delivering actional next steps and simple fixes.

The need for speed is clear:

• Google has found that 50% of purchase journeys happen on mobile
• 53% of visits are abandoned if a mobile site takes more than three seconds to load
• In retail just a one second delay in mobile load times can impact conversion rates by 20%

Businesses can either provide customers a fast mobile experience, or those customers will go elsewhere – fast. Market leading companies recognise that fast mobile is the staging ground for growth. Driving mobile speed doesn’t require bespoke solutions, marketing leaders across categories are taking advantage of available technology to build the foundation of great mobile experiences with fast mobile.

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With the new Test My Site, businesses can now see;

• The speed of both their entire site and of individual pages
• Whether their site/page speed is faster or slower compared to the prior month
• Whether their site speed/page speed ranks Fast, Average, or Slow
• How their site speed compares to others in the industry
• The potential impact of site speed on revenue
• A detailed list of recommended fixes for up to 5 pages on their site
• A complete report to share with their team

Because mobile is where most people turn when they want to know, go, do or buy, it’s important to deliver the kind of mobile experience that people expect today: one that’s fast, engaging and doesn’t get in the way of what they want to accomplish.

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RCS Business Messaging

Google also introduces more availability and growth of Rich Communications Services (RCS) Business Messaging.

Messaging is another area where businesses can improve the mobile experience. SMS, the format millions of businesses rely on today to reach mobile consumers, is limited to 160 characters and very few images and interactions.

RCS upgrades SMS with branding, business verification, rich media, suggested replies and actions, and analytics. One of the traditional trade-offs for rich messaging experiences has been slower loading, but with RCS, businesses can deliver fast, branded, interactive experiences right to a mobile phone’s default messaging app. Google is partnering with the mobile industry to modernise mobile messaging and deliver better consumer experiences with RCS.

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