AMP Call Tracking: Why You Need It

If you’re generating leads via inbound calls, having a slow-loading mobile page will either leave your call tracking efforts dead in the water or at least severely weakened. The truth is your site visitors want your page to hurry up now—and they won’t wait much longer. Learn how AMP call tracking helps businesses refine their mobile marketing strategy.

The Importance of Fast-Loading Mobile Pages

Why are slow loading rates on mobile pages so damaging to generating and tracking leads? The answer is because time and time again, statistics have shown that consumers have no patience for such delays. These statistics from Section reveal just how much page speed can affect user behavior. According to their sampling, users will visit an average of 5.6 more pages when the load time is 2 seconds vs. 8 seconds. Also, the survey saw that 9.6% of visitors bounce when a page loads in 2 seconds, while that number jumps up to 32.3% of visitors who bounce when a page loads in 7 seconds.

Slow mobile loading pages won’t just increase your bounce rate—they can also have an effect on how you rank on search engine results pages (SERPs). When it comes to ranking higher on Google, page speed has always been important. Google has made mobile loading rates an important factor for its search rankings. This means that if your mobile site isn’t loading quickly, you won’t just lose visitors due to higher bounce rates—you could also drop significantly in your search rankings.

Clearly, a slow-loading mobile page can become a one-two punch on your business, affecting both the bounce rates of site visitors and pushing your website further down on a search engine results page. There is a solution available in the form of Accelerated Mobile Pages, or AMP.

What is AMP?

AMP stands for Accelerated Mobile Pages, the product of an open-source initiative from Google with the aim of “dramatically improving the performance of the mobile web.” AMP gives publishers and technology companies the ability to curate and distribute excellent content and reach millions of mobile users with no delays in mobile loading.

The goal of AMP is the creation of lighter, faster websites, and since the initiative launch, it has been a success. Webpages built with AMP usually load four times faster than others and use ten times less data than similar non-AMP websites. This creates a better experience for site visitors, which ultimately can be good for your business and your campaigns, including your call tracking efforts.

AMP and Your Mobile Content Strategy

Having a mobile content strategy is more than a luxury; it’s an absolute necessity. According to the Pew Research Center, the share of Americans who own a smartphone currently stands at 81%. If you’re looking to reach any significant segment of the population, you need to have a plan to reach them on their phones. In doing so, you can then use call tracking to get more information on that audience and build smarter campaigns.

Your mobile content strategy should be focused around building what Google calls micro-moments: the brief flashes of time where a mobile consumer’s interest and likeliness to convert are at their highest. You need a comprehensive mobile marketing plan to create these moments and use of accelerated mobile pages to capture consumer interest when it’s at its peak. Once you have driven mobile users to your site, retained them (thanks to a fast-loading page!), and connected with them using “click-to-call” functionality, you can use AMP call tracking to get the valuable attribution data you need.

Using AMP Call Tracking

Much of the benefit of using AMP with your call tracking and mobile strategy stems from fast-loading landing pages. These are pages that can be optimized with a call-to-action and click-to-call functionality to drive mobile users to your landing page and then to calling your business.

Using this model for your mobile content sales funnel can bring in more leads. Because high bounce rates from slow-loading mobile pages can be a common cause for a “leak” in your sales funnel, usage of AMP is especially useful because they keep your landing page bounce rates low. If you want a streamlined funnel with no weak links, implementing AMP is a must.

With an optimized mobile sales funnel, you’ll be able to employ call tracking to handle your inbound calls and collect important data.

Benefits of AMP Call Tracking

When you use AMP call tracking, you will keep your landing page bounce rates low and your ranking on SERPs high. There are many other benefits that come with using call tracking as part of your mobile strategy.

1. Call Attribution

With call tracking on your accelerated mobile pages, businesses can get valuable insight into the attribution of their inbound calls. Call tracking provides clear data on which mobile marketing efforts are driving calls and which ones are falling short. When you know what your most successful mobile strategies are, you can put more resources into those and increase your return on investment.

2. Caller Data

Using AMP call tracking, businesses can get comprehensive profiles of all their inbound calls, including caller name, number, geographic location, time and date, as well as what kind of mobile device they used and what browser accessed your landing page. This information can help refine audience targeting and let you construct buyer personas.

3. Call Recording

Call tracking software will also give you the option to record select inbound calls when callers are interacting with call representatives. This feature is exceptionally useful for businesses because it allows them to analyze what could be causing or impeding conversions. It also gives companies an invaluable tool for training new call representatives.

AMP Adds to Your Mobile Strategy

If it isn’t already apparent, utilizing AMP as part of your mobile strategy gives you an overall better funnel for generating leads and tracking calls. Faster loading pages lead to lower bounce rates, which can give you a stronger return on your investment.

Any business looking for success needs to put attention on building a stronger mobile content strategy. With smartphones in the hands of 8 out of 10 people in America, the gold standard for connecting with more leads and prospect is using accelerated mobile pages for your landing pages. If you want to work it smarter, make it stronger, and do it better—the only answer is to use AMP call tracking.

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