to label websites based on load-speed performances and what it might mean for
A few weeks ago, the tech giant, Google, announced at the Chrome Dev Summit in San Francisco
their intention to introduce a ‘Badge of Shame’ for slow loading website. This
would give users an immediate message that the website is slow to load. Similarly, they would like to reward faster
loading sites with a ‘green badge’ or a badge of honour. Effectively, they will be putting certain websites
in the bold corner, and others up on a pedestal. The worry for those who identified as slow, is how users will react to the
branding. Currently, the Chrome team are
choosing some design options for the proposed ‘Badges ‘, but it is thought that
it will look something like this.
is it all about?
The press release stated ‘We think the web can do better
and want to help users understand when a site may load slowly, while rewarding
sites delivering fast experiences. Badging is intended to
identify when sites are authored in a way that makes them slow generally,
looking at historical load latencies. Further along, we may expand this to
include identifying when a page is likely to be slow for a user based on their
device and network conditions.’
So, for now, the proposal is that a website which
takes time to load will issue a warning to the user. At Dmac Media, we
recognise that this has also got a positive aspect to it, even for those
considered to be performing poorly in terms of download speed. Ok, so Google Chrome are ‘outing’ your
website with a ‘badge of discredit’, but they are also letting your potential
customers know that it might just take a few more seconds. This may delay the
compulsion to click away from a slow loading site, and encourage traffic which might have been lost.
The intention, we are told, is not to name and shame,
but to reward better loading sites and to give transparency into typical site
performance. Overall, they are hoping to improve the web for users. At Dmac Media, we are totally onside with this.
How to avoid the Google Chrome ‘Bold Corner’
There are lots of reasons why a website might not load
fast. For instance, the images on your
website might be unnecessarily large and could do with some optimisation.
Perhaps your website developer hasn’t minified some website resources or maybe
they aren’t using the latest in web development best practices when building.
There are a variety of online resources that can help
identify what exactly is causing your website to load slowly. For most people, these page speed tools are
stacked with technical terms and developer mumbo jumbo, and so it is probably
best to leave your website speed enhancements to the experts. There are other incentives to making a
website load faster. Over the past
number of years, we have seen numerous businesses improve their overall website
speed and generate 25% more organic traffic. Even better, is the 56% increase
in revenue generated through such websites year on year.
We always recommend our clients visit GT Metrix.com and check out how your website performs from a speed perspective.
If your website should be one of the first to receive
the Google Chrome Badge, there are fixes that can be done to have the badge
revoked, as long as it the criteria for assessing the load speed is based on
the website performance and not on device hardware or network connection. For now, the plan is expected to happen in
gradual steps, but according to the Chrome Tech team, it will be broadened over
time to embrace increasingly stringent criteria. The long-term goal is to define branding for
high-quality experiences, which may include signals beyond just speed. As
excellence is the goal of all promoting ecommerce business and an increasingly
smoother internet use, we can, tentatively, welcome the so called ‘Badge of
Shame’ while humbly suggesting a less emotive title might to ease the
transition for web site owners.
If you’ve got concerns about your website speed, or if
your reading this after being tagged with the dreaded “Slow Loading Badge” get
in touch with us today.