Shaving 2 seconds off a landing page found 19% more revenue
My creative wasn't the problem. My landing page took 3.4 seconds to load and I never checked.
— The setup: mobile push to a lead-gen survey funnel, Tier-1, $70/day, stuck at break-even for a week.
— The move: instead of testing new creatives, I ran the LP through a speed test. 3.4s to interactive on 4G, a 1.8MB hero image, three tracking scripts firing before content.
— The numbers: compressed the image to 180KB, deferred the scripts, got it to 1.1s. Bounce on the LP dropped from 61% to 44%. Same traffic, same cost. Before: $70/day, $69 revenue, -1%. After: $70/day, $82 revenue, +17%. The lift came entirely from people who used to bounce during the load.
— The lesson: on mobile, every second of load time is a leak between your paid click and your conversion. You're paying for clicks that never see your offer.
What I'd do differently: Speed-test the LP before spending a dollar. A free 10-minute check would've saved a week of break-even and ~$490 of flat spend. Figures illustrative; the speed-to-bounce link is iron-clad on mobile.
Arb Files
@ArbFiles