Google has been making major pushes lately to enhance the browsing experience for mobile users and now Facebook is joining in. With 40% of website visitors bouncing if a page doesn’t load within 3 seconds, Facebook is adding features to its platform that enable businesses to better reach mobile audiences and reduce page abandonment.

In addition to existing business pages and fast-loading Canvas advertising options, Facebook has introduced prefetching. This pre-loads mobile content in the mobile Facebook app before the link is tapped by a user. According to Facebook, this can decrease load time by 29%. The social media giant is also looking at options to take into consideration website performance and network connections in advertisement auctions so that ad performance is optimized.

For more information, check out Facebook’s blog post.