Phone speed and loading times usually aren’t all that great. So why do we design our mobile pages as if they are?
Matthew O’Brien, CEO of digital strategy firm Mint Social, presented to the AMA last week on how to get around poor loading times: Make your landing pages load even faster by stripping them down.
Accelerated Mobile Pages (AMPs) might be exactly what you need to improve not only the load times of your mobile web pages, but also your conversion rates.
What is an AMP?
An AMP is a mobile page that has much of the HTML code cut down, with only the ones necessary for mobile browsing left. The ones that cause the slow page loading speed are eliminated.
People’s patience for mobile pages to load has been decreasing year after year, and it’s only expected to continue dropping. AMPs are the best way to accommodate our shrinking attention spans without losing out on conversions and web traffic.
AMPs take advantage of what has been dubbed “Fast Fetch.” Fast Fetch renders ad pages only when the user is about to view them. It separates the moment when the ad request is made from when the ad response is actually rendered.
Delayed Fetch, how mobile pages have typically operated, are less than ideal for the mobile experience. They process the ad request and ad rendering all at once, slowing the load time and compelling users to flee before the page ever finishes loading.
Can AMPs improve your Conversions and sales?
They certainly can. When people don’t have to wait for a page to load, they’re more like to view the content of the page.
More and more people are beginning to recognize the green AMP symbols with the lightning bolt next to them.
When mobile users see the AMP symbol, they recognize that the page is specifically designed to load quickly on their phone, even if they don’t have the best signal or the best loading speed.
O’Brien has seen impressive results with using AMPs for some of Mint Social’s clients:
- One client saw a 250% increase in conversions in the first month of using AMPs. In month 3, they saw a 400% increase in online sales.
- Another client saw a 250% increase in conversions in the first two months of AMP implementation and a 500% increase in conversions in the third month.
How important are AMPs to a digital marketing strategy?
That’s up to your best judgment. But the research shows that the gap between mobile page speeds and user expectations is still wide.
As O’Brien pointed out, the average time it takes a phone to load a mobile page is alarmingly high: 19 seconds. 53% of mobile site visitors will leave your page behind if it takes longer than three seconds to load.
That means one out of two people expect a page to load in two seconds or less.
The future of network connections on the speed front isn’t all that great, either. Google reports that 70% of network connections will occur at 3G or slower speeds through 2020.
Look, we all know mobile marketing is a big deal. It’s flipped marketing on its head year after year, and any marketing strategy that isn’t mobile-focused is doomed for failure.
But reading the stats brings it all into sharp focus. Mobile is a way of life, and micro-moments define every step we take as mobile consumers.
- 65% of online consumers look up information online now, as opposed to a few years ago.
- When smartphone users see something that piques their interest in a TV commercial, 66% of them turn to their phones to learn more about it.
- “Near me” searches have doubled in the past year.
- 82% of smartphone users use a search engine to look for new businesses.
- 91% of smartphone users turn to their phones to help them perform a task.
- People are going to YouTube for knowledge: They’ve watched more than 100 million hours of “How-to” videos on YouTube this year alone.
- We also use our smartphones to power our purchasing decisions–82% of smartphone users, in fact.
- Mobile conversion rates have increased by 29% over the past year.
So what this all means is that we have to be ready to accommodate those micro-moments and have content positioned to help them in making decisions and purchases.
But we also have to be fast. None of us want to wait for the answers that will help us come to a decision. And that includes your customers.
Frankly, the average mobile page speed isn’t doing us any favors in that regard.
AMP pages are so powerful because they break through the speed hurdle, loading in less than one second.
The less time it takes to load a page, the more likely you can keep that 53% on the page, keeping bounce rates down and conversions high.
Digital marketing is changing fast. Stay current with how it’s changing. Register for our next event, The Role of Traditional Public Relations in SEO.
Join us at the Spectrum Awards 2018 on May 10th, where we celebrate the triumphs of marketers from all over the valley.Blog post compiled 01.18.18 by Zander Buel, Director of Communications, American Marketing Association, Phoenix Chapter | https://www.linkedin.com/in/zanderbuel/