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Mobile UX, Site Speed, and AMP Pages

Last week I made post looking for a handful of service businesses in the Metro Atlanta area to help me with a case study I’m putting together around mobile experience, site speed, and user experience.

Why Service Businesses?

One of my first clients once told me “the worst thing you can do to a plumber is take his phone from him,” meaning his business was reliant on new calls being answered by someone competent hence why he refused to use a call service, but that’s a completely different post.

What I Know

I know that the shortest distance between a search, a phone call, and a paid invoice is the consumer’s smart phone.

  • 73% of mobile internet users say that they’ve encountered a website that was too slow to load.
  • 51% of mobile internet users say that they’ve encountered a website that crashed, froze, or received an error.
  • 38% of mobile internet users say that they’ve encountered a website that wasn’t available.
  • 47% of consumers expect a web page to load in 2 seconds or less.
  • 40% of people abandon a website that takes more than 3 seconds to load.
  • A 1 second delay in page response can result in a 7% reduction in conversions.

Source: kissmetrics

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What I’m Testing

With users migrating more toward mobile devices each and every year, google introducing the Mobile-First Index, and my thoughts behind shortening the steps needed to generate phone calls I’m looking to increase conversions through mobile search. I’ve got a pretty well thought out theory about where the future of search is going but we’ll put the tinfoil hat away for now.

My number one goal for any client or business I own is to lower customer acquisition cost. I don’t care if that’s through Facebook Re-targeting, SEO, SMO, AdWords, or standing on the side of the road flipping a sign. While your web presence is important there’s often a power struggle between what the business owner thinks the site needs to look like and what actually gets potential customers to convert. I care more about the latter and… that’s why I turn down web design clients.

What I’m Doing

The AMP Project or Accelerated Mobile Project is a project from Google and Twitter designed around creating lightning fast mobile pages. Essentially if my desktop site is a BMW 7 series my mobile pages are a Lotus Elise; stripped down, light weight, but still packs a punch. I’ll be building out AMP pages for each page on these websites. Each page will consist of call-first call to actions and be extremely light weight.

What I’d Like To See

I chose businesses within about 45 minutes of each other so that I can minimize any outside factors, such as weather, to any increases or decreases in traffic and conversions. I haven’t seen anyone test (well) AMP pages around how they pertain to local service businesses.