It’s not exactly a household phrase. But the term ‘first input delay’ has a major influence on website performance. So, what does this verbiage mean? In a nutshell, first input delay is a metric that gauges the amount of time elapsing before certain user input results in a desired action. Basically, how long after a mouse click or button press before information loads. The info may be everything from a chunk of data to an entire page. Don’t consult your wall clock to get this reading. This delay time is measured in milliseconds.
The concept of first input delay was introduced by Google to help ensure smooth page performance. And because it was introduced by the world-famous search engine, the metric carries with it an additional significance – it is one of the criteria used in SEO rankings. If the metric is subpar, a website loses points with both time-crunched users and with Google. Two excellent reasons for digital marketers to optimize the first input delay metric.
One of the major causes of loading delays is disorderliness. That is, text, graphics, and videos that load in a jumbled manner, causing significant time lags (in milliseconds, remember). Often, the delay results when a page carries out too many tasks at once. Thus, the needed information is slower to be processed. Careful analysis will reveal all sources of interference. These should be neutralized promptly.
Another major and common contributor to unacceptable delays is an overabundance of plugins. The solution, of course, is to trim away the excess baggage. Determine which plugins are extraneous -- and eliminate.
Exactly what is an acceptable delay time in the estimation of search engines? Google sets the limit at 100 milliseconds. A score between this and 300 calls for some work to be done. And if your loadings exceed 300 milliseconds, a major overhaul is in order. Unless you’d rather disappoint users and search engines. Didn’t think so.
If you have questions or comments about improving page loading speeds, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.