b'FOGHORNFOCUS:SALES, MARKETING & COMMUNICATIONSBuckle Up! The Internet is Speeding Up Is Your Website Fast Enough?By Karen Rainbolt, FOGHORN Managing EditorI n November, a team from Google Chrome announced that it would likely soon warn Internet users about slow loading websites, while also rewarding sites delivering fast experi-ences.What does this mean and who could be affected? First, a little background. Google Chrome is a cross-platform web browser developed by Google. It was first released in 2008 for Microsoft Windows, and was later ported to other widely used platforms such as Linux, macOS, iOS, and Android. The browser is also the main component of Chrome OS, where it serves as the platform for web apps, which probably includes your website. In August, research firm Statista, a leading provider of market and consumer data, released a report on online shopping behavior in the U.S. According to the reports author, J. Clement, Retail e-commerce sales worldwide are forecast to more than double between 2018 and 2023, surpassing 6.5 trillion U.S. dollars in 2023. Websites are, of course, the gateway for online shopping so having a website that is fast and easy to navigate is important.How slow-loading sites will be Minda Zetlin, who wrote a post for Inc. about Chromes speeding up an- identified is not yet clear, but business nouncement brings the point home. A website is the primary means by whichand tech experts warn that visually most customers and prospective customers will interact with you. If youshaming slow sites is likely. PC advertise online, youre paying each time someone clicks on a link to your site.Magazines Michael Kan reminds us If that prospective customer gets bored with waiting and clicks awayor clicksabout another recent Chrome push.away because of a Chrome warning that your site load slowlyyouve wastedIts not the first time Google has that money. shamed websites into action through According to the Chrome teams announcement, Speed has been one ofthe Chrome browser, Kan wrote in Chromes core principles since the beginningwere constantly working to givean article on November 11, the same users an experience that is instant as they browse the web. That said, we have allday Chrome released its warning. visited web pages we thought would load fast, only to be met by an experience[In 2018], the browser began flagging that could have been better. We think the web can do better and want to helpwebsites without HTTPS encryption as users understand when a site may load slowly, while rewarding sites deliveringnot secure.fast experiences. In the future, Chrome may identify sites that typically load fast or slow for users with clear badging, read the Learn More! official Chromium Blog post. This may take a number of forms and we blog.chromium.org/2019/11/moving-towards-faster-web.html plan to experiment with different options, to determine which provides developers.google.com/speed/pagespeed/insights/ the most value to our users.The team, led by Googles speed www.inc.com/minda-zetlin/google-chrome-labels-slow-loading-websites. team software engineer Addy Osmani, html went to state, Badging is intended to www.pcmag.com/news/371903/google-chrome-might-warn-you-about- identify when sites are authored in a slow-loading-websites way that makes them slow generally, looking at historical load latencies. Further along, we may expand this to 26JANUARY/FEBRUARY 2020FOGHORN'