Gabe Bender, Google on behalf of the AMP Project
Marketing in the Age of Instant
Consumer attention has become a prized commodity. In today’s hyperconnected mobile world, people have more options than ever before when it comes to where, when and how they access information. And they expect to access it instantly.
For marketers, simply building a mobile strategy is no longer enough. Good marketing isn’t just about creative or targeting, it’s about a person’s entire experience with your brand. Anything less than instant is too slow.
So, how can you catch up?
How fast do you need to be? 1 out of 2 people expect a page to load in less than 2 seconds.1 Anything longer than that fails to reach your campaign’s potential. In fact, studies show that conversions drop by 7% for each additional second of load time.2
Once you know the facts about your site’s speed, you can start digging into what’s slowing it down. How are things like the page’s HTML code, images and tags impacting speed? Depending on a user’s connection, it can take a long time to download all of the code on your landing pages. In fact, we found that the average mobile page is 2.5 MB in size and makes 214 server requests, many of which are from redundant analytics pixels or arbitrary tags placed by technology vendors without proper vetting.3 If you can identify your landing page components and understand their impact on performance, you’re a step closer to meeting people’s need for speed.
Fix the problem, fast
There’s a lot you can do to speed things up. To start, consolidate those redundant data and analytics tags. Then, prioritize loading elements that are visible above the fold first. Both factors can help you get in front of your target consumer faster.
Another option is to move your pages over to Accelerated Mobile Pages (AMP). Launched as an open source project to make the mobile web better, AMP provides an optimized framework for loading pages super-fast. In fact, AMP Pages have been found to load in less than 1 second when served from Google Search.
Advertisers like Boxed, Toll Brothers and Wego have already used AMP to speed up their mobile pages and have seen compelling results. With AMP, Wego decreased page-load speeds from 11+ seconds to less than one second and conversion rates went up by 49%.
Test, measure and improve
Once you’ve improved your page speed, it’s important to continuously monitor performance. A great way to do this is by regularly conducting A/B tests for metrics like user engagement, bounce rate and conversions. Share learnings cross-functionally to optimize your microsites and create better user experiences across all your brand’s sites.
Speed is just one of many metrics that can help improve campaign performance, but it’s one that makes an immediate difference. When people expect their experience to be instant, exceeding those expectations is the fast track to success.
1Mobile Speed Matters, DoubleClick, 2016
2Mobile Speed Matters, DoubleClick, 2016
3Mobile Speed Matters, DoubleClick, 2016
About the author:
Gabe is on the product marketing team for the AMP Project, an open-source initiative aiming to make the web better for all. This involves developing go-to-market strategy for new product features, crafting and executing the narratives sent into market around AMP, and engaging the AMP ecosystem with on-going events, communications and resources.