You have just searched in Google for a specific product. You are ready to buy and your credit card is in hand. But wait! The page will not load. Annoyed and agitated, you click on the next ad to make your purchase. Let’s face the facts; time is a precious commodity and patience is not something people have a lot of (online shoppers in particular). That being said, there are few things more frustrating than clicking on a paid advertisement and then having to wait for the page to load. Most shoppers simply will not wait and as a result you (the marketer) pay for that click and unfortunately get absolutely nothing from it. You didn’t even get the chance to show what you have to offer! In addition, this will certainly increase your bounce rate and do absolutely nothing to improve your conversion rate or quality score.
It is always important to have your website pages load efficiently and accurately, but even more so now that Google has announced that they will be incorporating “landing page quality” into their quality score. Your quality score is a critical piece of the puzzle within Google in terms of paid rankings. The better your quality score, the better your positions. Google has always tried to provide the user with the best possible experience and this new metric should be in place in the next few weeks. Thus, all online marketers should take this time to ensure that their web pages are up to speed, literally and figuratively. Check out the latest buzz from Google!