With most Facebook users logging in on mobile, it’s only logical for Facebook to want to constantly improve the mobile experience for them. And it is doing so by, “always developing new tools and insights to improve mobile experience.” That is also why the platform is introducing prefetching.
Facebook defines prefetching as “pre-loading mobile content in the Facebook in-app browser before a link is tapped.” It says that this technique can make a mobile site load 29% faster – shortening it up to 8.5 seconds. And we all know that a slow mobile experience is a big issue. Up to 40% of website visitors leave a site after 3 seconds of delay. With such a huge percentage of “mobile-only” visitors, a great mobile experience brings a lot of value – both for people and businesses.
With prefetching, Facebook will now also be considering a website’s performance and the user’s network connectivity when delivering an ad. This way, Facebook can match the right adverts to the right people, at the times they are better able to engage.
And Facebook of course – because it impacts its ads business directly. As the company explains in a recent Facebook Business post,
[quote]site abandonment hurts business objectives, such as completing a purchase or filling out a form. It can also bring challenges to measurement – people often abandon sites before third-party site analytics have time to register a page visit. This can make it harder to track and optimise advert performance.[/quote]
There are great opportunities for marketers on mobile, but in order for those to be realised, “people have to have consistently great experiences.”
With the multitude of sites out there, staying consistent is a challenge – but not a impossibility. Facebook suggests the following steps that businesses can take to improve website load time.
- – Minimising landing page redirects, plugins and link shorteners
- – Compressing files to decrease mobile rendering time
- – Improving server response time by utilising multi-region hosting
- – Using a high-quality content delivery network to reach audiences quickly
Further information can be found here.
If you would like to find out more about prefetching “especially if you use third party tag-based measurement,” follow this link.
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