Using AMP to Make Better Landing Pages - Xivic Agency Insights
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Using AMP to Make Better Landing Pages

Bahman Zakeri

Chief Strategist

02/26/2018

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When Google introduced accelerated mobile pages (AMP), it had a modest goal - essentially just to create a way for websites to load faster on mobile devices. The AMP platform involves a coding language that streamlines and simplifies standard HTML, meaning it takes no time at all to call up an AMP page from your device.

Today, AMP stands as a fairly big deal. Google - always keen on prioritizing the user experience - actively rewards AMP pages (meaning improved SEO). Meanwhile, Google Analytics now offers AMP compatibility, and the functionality of AMP is constantly growing.

All that's just to say that there's never been a better time to use AMP, and one way you can do so is to create AMP landing pages. Remember: landing pages are designed to be quick and to the point, so increasing the page loading speed just makes sense.

The question is, what should you know about designing an effective AMP landing page? Here are some basic guidelines you'll want to keep in mind.

Tips for AMP Landing Pages

Create custom interactivity

First, you can go beyond the basic AMP components to add custom interactivity to your landing page - essentially causing the elements of the page to transform based on the user's actions. For example, if the user selects a product that you don't have in stock, the page can change accordingly.

Use forms and input fields

If you're using your landing page to collect data from your visitors, a form input function is critical - and thankfully, form input fields are now supported by AMP.

Show live data

You can also generate fresh data on your page automatically - the latest headlines, blog posts, product information, or whatever else needs to be included to enrich the user experience. When implemented properly, live data can be an important feature of your landing page.

Use tab panels

While landing pages are meant to be streamlined and simple, tab panels can sometimes be used to create a more layered and fluid experience.

Make navigation a breeze

One of the hallmarks of an effective landing page is that it's incredibly easy to navigate - and in most cases, that means keeping it short and sweet. On occasions when your content is a little deeper or more complex, however, you can guide the navigation process by providing an outline of the page, allowing users to click on links and navigate to the section of their choosing.

Get app installations

If you're using your landing page to encourage your visitors to download an app, you can actually code your AMP page to display a fixed-position banner, showing a call to action for app downloads. This can be an effective way to boost those app conversions.

Track calls

On the other hand, the purpose of your landing page may be to generate phone calls for your business - and if that's the case, it's important to have a way to track those calls and effectively manage your leads. Consider a landing page that replaces static phone numbers with dynamically-generated ones, which is vital for call tracking.

Display a carousel

The carousel - which allows you to display a rotating lineup of content elements, such as images or text boxes, along a horizontal axis - is a sleek design feature that allows you to condense a lot of information into a small, succinct landing page. In many cases, it can be a helpful option!

Add a lightbox

Another popular design feature, the lightbox can expand certain elements to fill the viewport, only when the user clicks on them - again, an effective way to pack more information into your landing page without compromising its simplicity or its fluid design.

Display notifications

In some cases, you may wish to display notifications to users, alerting them to things like the use of cookies on your page. This is something that AMP technology accommodates.

Show videos

Embedded video can be a great way to enrich your landing page content, and to say a lot about your product without actually having to generate a lot of text. Videos are especially good for things like product demos or tutorials. AMP pages allow you to embed videos from a range of sources, including YouTube and Vimeo.

Encourage social sharing

It's never a bad idea to encourage social sharing; the more your landing page is passed around, the better it will rank and the more likely you are to get conversions. Consider adding buttons to enable sharing on Twitter, Facebook, and so on.

Get reviews

Another important way to enhance the value of your landing page is to allow users to rate your products or services - and with AMP, you can create a form that allows users to click and denote their star rating, on a scale of one to five. Star rating widgets can be invaluable for building consumer trust.

Getting the Most Out of Your Landing Page

This is a long list of features, and it's important to note that not all of them will be applicable to your landing page - but they can all have utility in select cases, and they are all available to you when you design your page using AMP.

And that's really the main takeaway here: Given the range of functionality that AMP now offers, there's no reason not to implement it. You can do all of the things mentioned here, and also ensure that your page loads as quickly as possible. With speed becoming more and more important - to user experience and to SEO - that's a pretty big deal.

Learn more about the strategies you can implement to make sure your landing pages get the job done - earning conversions and moving the sales needle. Contact the Xivic team today. We're always happy to talk AMP, landing page strategy, or whatever else is on your mind. Reach out to Xivic today!

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