Q&A with Instapage VP of Product Oliver Armstrong: AMP Landing Pages

Last updated on by Brandon Weaver in AMP, Advertising, Instapage Updates

Last week we announced AMP post-click landing page functionality where marketers can create AMP-compliant pages fast, without a developer. It is another feature that empowers marketers to create optimized mobile experiences, and in turn, generate more conversions.

To get a better sense how the feature was developed and understand its true power, I spoke with our VP of Product, Oliver Armstrong, who led our AMP efforts from the beginning.

*Update: As of September 2018, you can A/B test AMP post-click landing pages and publish to WordPress.
What is the new AMP functionality in Instapage?

OA: We are introducing the ability for our customers to build their post-click landing pages in the AMP framework right within our existing product. From now on customers will have an option to build either a standard post-click landing page with all the bells and whistles, or build a lightning-fast AMP page with the same easy to use and powerful page builder that Instapage is known for.
Why do digital marketers need AMP?

OA: AMP presents digital marketers with a unique opportunity to get a leg up on the competition. Most activity on the web is from mobile devices these days and a majority of digital ad spend is also targeted at mobile.

Not only are many digital marketers lagging behind the broader trend toward mobile, when they are able to focus on mobile it can be tedious and time-consuming. Even then, the pages may still be slow to load in many regions or depending on the visitor’s connection speed. AMP is designed from the ground up to be as fast as possible.

Some businesses can invest in experimenting with AMP, and are seeing excellent results. But not everyone has the time or bandwidth to get a handle on this new framework, let alone divert precious resources to learning how to develop these blazing fast mobile pages. We are leveling the playing field by making it dead simple to deploy a sophisticated AMP post-click landing page strategy.
How can AMP affect the metrics that matter most to marketers?

OA: In short, because page load speed matters a lot. There are a plethora of statistics available highlighting the correlation between slow page load speeds and bounce rates.

In our State of Mobile report we cite that 40% of visitors will leave a page that takes longer than 3 seconds to load. Not only that, 61% of them won’t come back. That’s a lot of lost traffic that you’ve already paid for or earned.

On top of losing 40% or more of your potential post-click conversions, those slow load speeds and high bounce rates will hurt your paid advertising campaigns and cost you more on your pre-click ad spend going forward.

To put this in perspective, the AMP pages you can build with Instapage typically load in 0-1 second from a mobile device. We’re seeing incredibly fast page speeds, even when loading in the 3rd party browsers native to Facebook, LinkedIn, or Gmail which are typically much slower than a conventional browser. Our customers already see fantastic mobile conversion rates of around 22% on average with our standard pages, even in globally diverse regions. Combined with the near instant load speeds of AMP we’re really excited to see the results on conversion.

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