B2B sales are beginning to fully embrace the digital transformation and all that it has to offer. The only constant element in the digital world is the fact that it consistently changes. Just as you’ve wrapped your head around a process, a new and improved application launches that can make your life even easier (or so they say!).
The digital transformation has improved many aspects of our lives. The rise of the smartphone and the competitive marketplace of mobile devices have been the catalyst for an improvement in the capabilities of handheld devices. With each software and model update, companies like Apple, Samsung, and Microsoft are continuously raising the stakes, making staying connected easier than ever.
The rise of mobile
In the past decade, the use of mobile devices has drastically increased. Today, an estimated, 2.32 billion people worldwide have access to a smartphone, and in Ireland, 86% of consumers own or have access to a smartphone.
In recent years, the B2B marketplace has experienced a rise in the professional use of mobile devices. A recent study conducted by BCG revealed that 80% of B2B buyers are using their mobiles at work, and over 60% of these buyers indicated that their mobile played a significant role in a recent purchase.
In order for any business to succeed in the digital marketplace, it is vital that they are up-to-date with the latest trends. A continuously growing trend is (you guessed it) mobile accessibility.
If your landing pages and content are not optimized for mobile accessibility, you are cutting out a substantial proportion of potential customers. The modern internet user expects instant access to web pages. A 100ms delay in the loading time of a webpage can result in lower conversion rates. Yes, you read that correctly. We have become so impatient that every millisecond counts.
What is AMP?
Accelerated Mobile Pages (AMP) is an opensource framework that enables you to build web pages that are optimized for mobile devices. These pages load faster on mobile devices than the average page resulting in improved customer experiences and overall performance.
Google first introduced the AMP project in 2015 and, in February 2016, Google integrated AMPs into their search results. As of May 2017, over 2 billion AMP pages had been published.
AMPs are their own separate pages that are slightly altered versions of the original web page and are designed to reduce the loading times on mobile devices.
AMP pages are built using 3 core components:
1. AMP HTML
This is a version of HTML that adds some restrictions in order to ensure a faster and more reliable performance. While most tags in an AMP HTML are standard HTML tags, some of these are replaced with AMP-specific tags.
3. AMP Cache
AMP Cache is a proxy-based content delivery network (CDN). Using AMP Cache, web pages are efficiently preloaded to deliver an improved page performance.
Benefits of AMP for your B2B business
Faster and more engaging experiences
B2B buyers are now using their mobile devices throughout their buyer journey. AMP pages load between 15% and 85% faster than the average web page. Using AMP pages allows you to deliver faster results to B2B buyers during the research phase of their journey.
The modern internet is often frustrated by slow loading web pages. This, in turn, can negatively affect your conversion rates and overall ROI. AMP pages improve their mobile experience and deliver a clean user interface than the average mobile page making it easier for your audience to engage with the content.
Google rankings & SEO
AMP pages receive an added boost in Google’s mobile search results. Over half of channel traffic comes from organic searches, so your standing in Google’s search results is important in order to stand out in the over-saturated market.
With 80% of B2B buyers using their mobile phones for professional use, your standing in Google’s mobile search results is something that can benefit from the implementation of Google AMP pages.
Faster loading mobile pages are a plus for SEO purposes. Instant web pages deliver improved user experiences. They also increase the engagement of audiences, encouraging them to click-through and browse further content on your website.
Data analytics can be collected from AMP pages using Google Analytics. This does require a customized analytics tag to be implemented on all AMP pages to continue gathering the important metrics.
If your web page or blog is hosted using WordPress, installing AMP couldn’t be easier. Automattic has developed an AMP WordPress plug-in that can be installed to optimize your site. While the plug-in generates AMP-compatible versions of your pages it does not automatically redirect mobile users to these AMP pages.
Sean Si, the editor-in-chief at SEO Hacker, provides a great step-by-step guide for activating the WordPress plug-in, including additional steps to fully optimize your WordPress hosted pages for AMP.
This can be solved, however, by including a specialized script in your website’s code. This extension allows the use of forms to submit input fields in your AMP pages. While this process can be time-consuming it is possible, particularly if you have coding skills at your disposal.
Depending on your business, you may rely on the inclusion of advertisements on your web pages as a source of revenue. Google AMP remove most of these advertisements from the pages.
Many internet users grow tired of their content being interrupted by advertisements. The elimination of advertisements from web pages can vastly improve their experience and their level of engagement.
Should your B2B business implement AMP pages?
Essentially, the answer to this question depends entirely on your business and its goals. If your business delivers a lot of content and depends on this content for conversions, AMP pages can improve the user’s experience. Audiences engage better with content that can be easily consumed, without the interruption of advertisements.
The implementation of Google AMP may be worth the extra effort, particularly if you have coding skills at your disposal. While the process of creating separate AMP pages may seem like a treacherous task, the benefits of an enhanced user experience and improved Google search rankings are hard to ignore.