At Response Mine, we work with companies who put the world in a better state of health — from hospitals to retailers to home service providers. We’ve learned how to cross-train our teams to use proven advertising methods across different business verticals to drive results for healthcare clients using retail strategies, improve landing page results on finance clients using strategic learnings from home services client accounts and more. Today’s digital marketing landscape is increasingly informed by tactics and strategies that are optimized for specific digital channels and, of course, client business verticals. So, these learnings are really for everyone running digital campaigns — not just one industry.

 

Hand touching fresh cut grass.

 

Our Challenge

We wanted to leverage Google Accelerated Mobile Pages (AMP) to learn whether we could improve campaign performance on paid search for a major home services client. We’d never developed or tested AMP pages before 2018, so this initiative was a risk. With so much competition in the home services space, we were seeing higher-than-average CPCs, and we had difficulty increasing our quality score because of the weight of our landing pages.

 

The RMI Process

We realized that we could optimize these AMP pages to drive phone call conversions much more easily than form conversions, given the limitations of the platform and our previous experience working with AMP pages. For our campaigns that were optimized to drive phone calls, we developed an AMP challenger page and ran it 1:1 against our current champ landing page.

 

The Results

We saw a 202% lift in calls from the AMP page. We saw a 10% increase in new service orders generated by the AMP page. Most notably, we were able to improve our margins by more than 1500%. We saw lower CPCs which made our efforts more profitable, and the quality score on the AMP page was more than 50% better than our existing champ page. This effort improved our ranking in paid search significantly, and at the same time, our costs came down.

 

Building Creative Landing Pages

The goal of a “traditional” digital marketing landing page is to lure users into a lead generation machine that turns them into customers.

 

We’ve done this through ideation, design, advertising, testing and iteration. In contrast to the traditional type of landing page, Google designed AMP with the goal of providing users with pages that load instantly that are cached on Google’s server, and are subject to little interference from bulky images and libraries. They’ve done this by limiting the number of HTML tags, disallowing external stylesheets and limiting JavaScript to scripts available within the AMP JS Library.

 

Google wants you to use AMP.

 

As the internet continues to evolve, landing pages have become increasingly complicated with imagery, special fonts, videos, animation and more. These evolutions look great but utilize extensive code libraries that put added weight on the page. In turn, this slows page speed, performance, and increases the bounce rate.

 

To design an AMP landing page, we needed to put more emphasis into creating a good user experience, use less flashy web design techniques, and think about how every design decision will impact the page’s ability to code in basic HTML, CSS and JavaScript.

 

For example, a typical modern landing page contains large rotating hero images, heavy background images, gradients, transparency, multiple custom fonts and shadows. The designer can effectively create an AMP page by flattening gradients, converting background images to a single color, utilizing one small, web-optimized hero image, a solid colored background, and a single font that contrasts the background, eliminating the need for shadows.

 

When our designers combine the ultimate goal of your landing page with a primary goal of one of the world’s most innovative companies, the results can be advantageous.

 

Scientifically Driving Media Results

By testing the AMP page on our AdWords keywords, we saw an increase in the landing page experience quality score that helped reduce the cost per click significantly. The reduction in cost per click then allowed us to bid more to reach higher positions and get more overall impressions and clicks.

 

At the same time, there was an increase in landing page conversion rate due to the increased speed of the AMP page. The increased conversion rate naturally yielded more calls that resulted in a higher profit margin for our program.

 

AMP delivered better results in both the front and back end of the marketing funnel even with all the creative (limited CSS) and development (limited JavaScript) limitations that come with this type of page.

 

During our test, we saw our overall media performance increase by 50%. Leveraging AMP across multiple tests throughout a quarter or a year can generate hundreds of thousands of dollars of incremental revenue.

Have questions? Get in touch with our team here

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