What is the average amount of time spent on a website, and how can you maximize opportunity in that span?

59 seconds. Go ahead, count it out. You’re not going to to that, are you?

Of course not. 59 seconds is a long time. Even if you’re wearing a watch, who has time to stare at it for nearly a minute? You could be answering emails, writing a text or tying your shoes. In 59 seconds, your dog could go for a bathroom break outside, or you could finally order that bestseller you’ve been checking out on Amazon. The point is: what doesn’t sound like a lot of time, in today’s world, really is.

It’s also the average amount of time people spend on a website, according to consumer reporting firm Alexa. In other words, when someone visits your website, you’ve got a limited amount of time to impress them. But—crucially—that amount of time could give them an opportunity to do a lot more than you think.

That’s one of the reasons why up front branding is so important on today’s internet. Whether your visitors are coming in via mobile or desktop, the imagery and media associated with your brand is just as important as the copy on your website. A picture, after all, is worth a thousand words. How many times have you read a 1,000 word article this week? Right. But how many photos have you looked at?

We’re guessing those numbers look something like: 0 and 100.

Maximising your impact on visitors means showing them what your business is all about, not just telling them. America’s Pew Research Center claims that 77% of Americans own smartphones. In the U.K., that number is even higher—81%, according to Deloitte. And while smartphones have truly brought online media consumption and shopping into the hands of millions, it’s important to recognize that mobile bandwidth still hasn’t caught up to home networks. That means images, video, shopping carts…they typically all require more time to load on a mobile device than a desktop computer (or anything else on the average home wifi network). For that reason, content optimization is vital.

Most consumers wait about 3 seconds for an image to load on a desktop, and upwards of 5 seconds on a mobile device. A recent Amazon study claims that losing just 1 second of load time can add $1.6 billion to their bottom line. Obviously, their operations are on a massive scale, but it’s true that optimizing your content can increase the profitability of your eCommerce store, no matter its size.

At Metal Potato, we go the extra mile to make sure that your websites image library is optimised regularly, reducing potential load times and increasing the amount of quality time users have to engage with your website, whether they’re engaged with you for 59 seconds or 59 minutes. That happens through constantly optimizing servers and website content to decrease load times and down time. It’s a practice that we’ve maintained behind the scenes for years now—just another way to give back to the people who choose to be a part of the Potato family. But, for those of you not in the fold, we’re still offering a few media optimization tips for your WordPress-based website.

1. Take Advantage of Photoshop

If you have the ability, scale your images down in Adobe Photoshop before uploading them to your website. They don’t have to be tiny, but an appropriate width can save you time. Think, uploading a 600 pixel wide image instead of one that’s straight from the camera at 6,000 pixels wide.

2. Name Your Images

This move will benefit you twofold: first, in your websites media library, by allowing you to easily search for it in the future, and secondly in search engine indexes where a properly named image (think, blue_malorcan_sandles.jpg instead of DSC_1699.jpg) will help search services find your products.

3. Use Batch Software

Software like JPEGMini allows you to dump entire batches of photos into a processor before uploading to your website. That’s awfully handy when you’re running an eCommerce store with dozens and dozens of product shots. Although we’ve moved on to more advanced processing tools, JPEGMini was one of the first places we started when learning about image optimization over 5 years ago, and it’s still a great tool for business owners. Back then, the process was a manual one, requiring hands-on maintenance every week. Now, we use an automatic optimiser that processes every image in your website’s media gallery for you. That not only saves hundreds of gigabytes in storage space, but also saves valuable bandwidth (70% less image size means a 70% savings in bandwidth), and it decreases load times.

59 seconds. Think about it. It might be all the time you’ve got, so why not make the most of it?