As a loan company specialising in easy finance, Monetti.se operates in one of the most competitive sectors in Sweden. While discussing recent Google/SOASTA1 research with their agency AdTraction Visits, Monetti learned that the probability of bounce rates grows by 32% when mobile site load times increase from one second to three. With Monetti’s site taking about four seconds to load on mobile and anticipating the impact of this on conversions, Adtraction Visits set about optimising AdWords conversion rates by improving page speed.
- THE GOALS
- Reduce mobile site loading time
- Optimise conversion rate
- THE APPROACH
- Adopted Accelerated Mobile Pages (AMP)
- Tested AMP’s performance on AdWords with an A/B experiment
- THE RESULTS
- 84% reduction in page load times
- 19% increase in conversion volume on AMP versus standard pages
- 28% improvement in conversion rate for AMP over standard pages
"AMP plus AdWords equals better conversion rates. These results also prove that even if your mobile site loads in four seconds, there’s scope for improvement. We’re absolutely confident about the benefits of AMP. We’re now building more and more AMP pages for most of our large and enterprise clients across all markets."
. Leif Grenevall, CEO, Adtraction Visits
Accelerated Mobile Pages (AMP) provided a new way to optimise for speed. This open source initiative makes it easy for developers to create mobile-friendly content once and have it load instantly everywhere. Today AMP is speeding up more than 2 billion mobile pages around the world,2 and the use of AMP as AdWords landing pages has led to big gains in conversion rates for early adopters.3
Adtraction Visits worked on adapting Monetti.se’s mobile site to AMP and immediately reduced the page load time from 3.8 seconds to just 0.6 seconds (DOM Content4). The team then conducted an AdWords A/B test to gauge how this affected performance.
For the AMP version, AdWords conversion volumes increased by 19% and mobile conversion rates improved by 28% over the old standard pages. Adtraction Visits also noticed that using AMP on the mobile website did not require any sacrifice in user experience or functionality.
“These results also prove that even if your mobile site loads in four seconds, there’s scope for improvement”, says Leif Grenevall, CEO of Adtraction Visits. “Impressed by these findings, we’re now building more and more AMP pages for most of our large and enterprise clients across all markets. We’re absolutely confident about the benefits of AMP for our clients, and therefore much of our strategy now consists of making our clients understand that it’s important for them to actively work with page speed and loading times on all their pages.”