The Accelerated Mobile Pages (AMP) Project was created to improve the mobile web experience; pages built with AMP HTML load instantly on mobile devices, allowing publishers to quickly serve users in their moments of need.
Though originally created with publishers in mind, AMP has begun to spread to other types of sites as well. At the end of June, eBay announced that they had enabled AMP on eight million of their pages (They were the first major non-news site to do so). It has been widely anticipated that AMP capabilities will spread beyond news publishers, and this was a major step in this direction.
These developments mean that more brands need to pay attention. As AMP spreads, webmasters will need to optimize their content so that they can provide the desired high-speed responses to the micro-moments of their prospects.
Customers expect pages to load quickly. Even as far back as 2009, Forrester found that around 40 percent of consumers would abandon a page that does not load in three seconds. And that was long before the age of ubiquitous smartphones!
Your mobile strategy needs to address the needs of these customers and create a mobile experience that will satisfy their content needs while also being fast.
AMP-enabled content can help brands meet customers during “micro-moments,” which occur when a person reflexively turns to an internet-capable device (typically a smartphone) for answers to fill an immediate need. These include I-want-to-know moments, I-want-to-go moments, I-want-to-do moments and I want-to-buy moments.
News stories, for example, serve the I-want-to-know moments. E-commerce sites (like eBay) serve consumers in the I-want-to-buy moments.
As AMP content expands, the needs of customers across the micro-moment spectrum will be met.
To remain competitive in mobile marketing, brands need to be able to measure how well they are helping prospects complete their desired actions. There are four key areas that you will want to examine: traffic, engagement, conversions and revenue.
Mobile marketing is now not just about the device — it is a lifestyle. It offers people a new way to access information and changes how they perform tasks, interact with brands and businesses, and even learn new information.
The result of this mobile revolution is that new frameworks will need to be built to properly manage the impact of mobile optimization efforts (such as AMP) on your ability to attract the on-the-go customer. This is likely to be a large experimentation trend through 2017 as the leading brands become more sophisticated in their ability to measure mobile progress and growth.
AMP is helping brands provide faster, more efficient websites that get users the information they need quickly, answering their needs in the micro-moment.
As the capabilities of AMP begin to move beyond news sites, brands will need to pay attention to how they can use this new system to better serve their own mobile audience, growing their mobile visibility, conversions and revenue.
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