4 More Use Cases for When to Use AMP for Post-Click Experiences

by Stephanie Mialki in AMP when to use AMP pages

Since the AMP framework became available in 2015, new updates have been consistently rolling out. This meant that our original list of 5 Use Cases When to Use AMP needed to be expanded upon.

As a reminder, some of AMP’s main benefits include:

  • Lightning-fast load speed
  • Higher Quality Score and better rankings
  • Less drain on your servers
  • Improved user experience
  • Higher performance of core business metrics
  • Easy to create and reduces developer overhead
  • Applied across various web touch points

Despite those, AMP may not be the best solution for everyone — maybe those pros don’t outweigh the few existing restrictions for every business.

To help you determine if AMP will benefit your brand and audience, here are four more ideal AMP uses cases in addition to our previous list.

4 More use cases when to use AMP

1. High mobile ad clicks but low conversions

If this is the case, maybe consider: Do AMP pages convert better than non-AMP pages?

Research shows that they do. Not just because they’re AMP enabled websites, but because faster load speed plays a huge role in providing a better user experience. Customers can engage faster with AMP content, making them more likely to convert.

Conversely, non-AMP pages have lower conversion rates likely because people don’t even get the chance to see the full offer or conversion opportunity before they decide to leave out of frustration.

Even tenths of a second matter and can greatly impact conversion rate. One retail industry study by Akamai showed that desktop pages that loaded in 2.7 seconds experienced a conversion rate of 12.8%, whereas pages that loaded in 2.8 seconds (only 100 milliseconds slower) experienced a 2.4% decrease in conversion rate:

AMP page speed conversion rate data

Notice that the effect of page load speed on mobile devices was even more significant with a 7.1% and 3.8% decrease in conversion rates, respectively. And as page speed continued to slow down by one and two seconds, the impact only got worse. Conversion rates on desktop pages with a two-second delay had decreased by nearly 37%.

While tenths of a second don’t impact bounce rate quite as much conversion rate, one and two seconds do:

AMP page speed bounce rate data

If your page takes just one second longer to load, it could mean about 50% higher bounce rate. And at 2 seconds longer — almost 103% higher.

So if you’re getting high mobile ad clicks but low conversions, visitors are likely bouncing before even seeing your offer and CTA button. If that’s the case, consider implementing AMP for your post-ad click experiences.

2. Click-through pages

AMP pairs perfectly with click-through pages. AMP’s fast-loading framework allows you to quickly educate prospects about your offer, and the click-through aspect lets them learn about the information without immediately being intimidated by a lead capture form.

An AMP click-through page enables you to more quickly convince visitors to click through to the next page to take further action.

This Home Chef AMP page loaded almost instantly, which was already a great start:

when to use AMP click-through page

On top of that, instead of displaying a lead capture form, it presented the entire offer using persuasive elements:

  • Social proof (#1 in customer satisfaction)
  • Aesthetically pleasing images
  • Directional cues (bouncing arrow leading visitors below the fold)
  • Multiple corresponding CTA buttons

Only after the visitor learns about Home Chef’s meal kit service they see the short form:

when to use AMP Home Chef example

3. If you’re an ecommerce brand

Ecommerce brands spend a significant amount of money on ads. In fact, worldwide digital ad spend is predicted to reach $385 billion in 2020. For the first time ever, digital will account for more than half of the global ad market.

This means ecommerce marketers must ensure they’re maximizing conversions and ROI from their ads. Unfortunately, AMP hasn’t always been able to provide the level of interactivity that most ecommerce brands typically require.

However, with AMP adding a Live List Component and the Bind Component, it’s now ideal for ecommerce brands to use the framework to its full advantage.

When compared to non-AMP sites, AMP enabled ecommerce websites generate:

  • 32.1% increase in organic traffic
  • 42.16% increase in SERP impressions
  • 12.4% higher SERP click-through rates

In addition, as of October 2017, they produce a 20% increase in sales conversions compared to non-AMP pages.

Consider this AMP page from Myntra, the largest fashion ecommerce site in India:

when to use AMP ecommerce example

They began implementing AMP in May 2017 and have since reduced their overall page load time by 65%, and their bounce rate by 40%. In addition, their mobile revenue contribution is higher than ever before, and continuing to increase.

4. For lead generation

At first launch, AMP publishers mainly depended on the framework’s speed and ability to increase page views. Now, about four years later, brands rely on AMP for more than that. Advertisers today use AMP for lead generation and revenue growth:

  • TransUnion discovered that AMP pages generate more leads and better conversion rates. By adopting AMP, they saw a 26% lower bounce rate, 2.5X the amount of time spent on the site, and 3% more conversions.
  • With 5X faster-loading AMP pages, U.S. Xpress witnessed a significant increase in completed job applications. With AMP, 3.41% of visits converted into completed job applications, while the non-AMP page only converted 2.12%.
  • When Monetti switched from standard web pages to AMP pages, they reduced page load time by 84%, and in turn, improved conversion rate by 28%.

To allow brands to focus even more on lead gen, Google enabled all of its advertisers to link their mobile search ads to AMP post-click pages beginning back in September 2017.

One lead gen company saw an immediate drop in mobile visits to the non-AMP version of their page, with a 27% increase in mobile traffic to the AMP version:

AMP page speed traffic increase

For a lead gen website, though, traffic is just part of the equation — conversions matter more.

Fortunately, the company also saw an 18% conversion improvement after implementing AMP on their key post-click pages:

AMP page speed conversions increase

To increase lead gen even more, AMP offers a variety of components to increase personalization:

  • Amp-access to tailor content to viewers to potentially increase conversions (varying content is displayed to the user depending on their particular status, such as if they are logged in or not).
  • Amp-analytics to see how users are engaging with a site and to determine if you should make changes to increase leads

How will you use AMP for your post-click landing pages?

All brands can benefit from a more effective mobile strategy, and for many, AMP is the best way to implement one. By investing in AMP, you’re putting yourself on an even playing field with other top brands, driving more post-click traffic, improving user experience, and maximizing lead gen.

If you’re still unsure if the framework is right for your brand — request an AMP demo today to experience the Instapage AMP builder in action.

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Stephanie Mialki

by Stephanie Mialki

Stephanie Mialki is a digital marketing professional with expertise in ecommerce trends, landing pages, journalism, and mass communication.

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