One thing can be said for the world of insurance marketing: it's constantly shifting, which can be both exciting and maddening to insurance agency marketers. One current trend is the accelerated mobile page. What is an accelerated mobile page, and how does it fit into your insurance digital marketing plans?
Why Speed Matters
Does speed really matter when it comes to web page design? What does a second really mean for your audience, if they are interested in what you do?
According to Crazy Egg, it turns out that a lag of one second can impact your conversion rates:
Reducing page views by 11 percent
Losing you 7 percent in conversions
If a second means so much, how can you stop your slow website from slowing down your business? An AMP might be the answer.
What Is an Accelerated Mobile Page?
An accelerated mobile page is designed to be fast. AMPs use different technical web components that build a core of your website that loads very quickly. These stripped-down versions of pages can also be cached in the cloud, further reducing the time it takes for a page to get to a mobile device. By limiting the technical side of the web page and storing the page in a cache, pages load much more quickly. While adding a second might not seem like much, the statistics above show that a technology that improves load time by a second can have real impacts on your insurance business.
Google launched accelerated mobile pages in 2016. While development has been slow, many organizations have adopted the technology.
What Are the Benefits of Accelerated Mobile Pages?
What could your insurance agency gain by using AMPs?
Speed. According to the Amp Project, "research has shown higher bounce rates associated with slower-loading web pages. Using the AMP format will make it far more compelling for people to consume and engage with more content."
Searchability. Google is focusing on device-specific searches. While what is behind Google's algorithms is always a matter of debate, since Google created the AMP system, it is very possible that adopting it will allow your agency to rise in mobile-first Google results. Overall, website speed helps your website rank higher.
Are There Drawbacks to AMPs?
Like any new technology, there are drawbacks in addition to the benefits that you could experience by using AMPs.
AMP technologies are still evolving, so your webmaster will constantly be learning how to optimize your website.
AMPs can remove certain page elements such as bulky pictures or CTAs in favor of speed. You'll need to design your pages with an eye to speed.
AMPs do focus on speed over creativity. If you prefer to be wildly creative, photo-heavy, and feature intriguing options and layouts on your website, AMPs may not be a natural fit. Then again, it could benefit your business to consider the drawbacks of a slower loading site.
Are you ready to learn more about insurance digital marketing? By connecting with American Agents Alliance, you can improve your network and you can improve your knowledge about insurance topics. Through our many membership benefits and our Alliance Convention, get resources and learn more about insurance digital marketing.