Maximize Conversions: Increase the Speed, Reach of Marketing Efforts

by | Jun 2, 2016 | Actionable SEO Tips

speed-to-market-googleOne of the benefits of being a Google Certified Partner is that we get access to training, industry research, product updates, the Google Partners Community and special events. AIM attended one of these events last week at Google’s Dublin based European HQ.

Colm - Google Cardboard - Cropped

Getting lost trying to find the exit aside, it was a worthwhile trip. The underlying theme for the day was undoubtedly mobile; Google hasn’t made us go mobile – consumer behaviour has done this for us. Google is merely creating solutions to service this.

The opening presentation, entitled The Future of Mobile, ticked a lot of the boxes you’d expect from a Google presentation on the future of mobile marketing. It focused on Progressive Web Apps and Accelerated Mobile Pages (AMP). It also emphasised the importance of site speed and briefly gave some tips on mobile optimisation vs responsive design.

Progressive Web Apps

Progressive Web Apps have been around a little while now. This looks to the end-user just like a website, but has the functionality of a mobile app. The basic functionality of the app is cached offline in the local storage. If you are using a mobile phone and you visit a Progressive Web App twice, the browser prompts whether the app should be added to your home screen. If you add a progressive web app to your home screen, the app gets cached and you’ll have a direct link from your home screen to the app.

Some of the other benefits of progressive web apps are:
Instant Loading: Like Accelerated Mobile Pages, these pages load instantly.
Push Notifications: Re-engage with users by showing relevant, timely, and contextual notifications, even when the browser is closed.
Responsive: This one is probably a given. Progressive Web Apps look great on all screens.
Maintenance: You’ll no longer need to maintain your website and your app separately.
Big fixes: Dealing with the Apple App store is a pain. With Progressive Web Apps, there’s no more waiting to get your app published (or have it rejected) and you can deploy releases and bug fixes instantly.

Flipkart, India’s largest e-commerce site, decided to combine their web presence and native app into a Progressive Web Application that has resulted in a 70% increase in conversions. Check out on your phone to see a Progressive Web App in action.

Accelerated Mobile Pages

At the first break, I sat down with the presenter to talk about AMP in a little more detail.

She confirmed that if you aren’t in Google News, your pages aren’t going to be shown as Accelerated Mobile Pages, even if you’re after optimising your pages for AMP.

There was no definitive date for the full rollout of AMP to search but she did say she expected it by the end of the year and that we should expect some cool new features to appear before then. One of these appeared last week, when social sharing was added to the platform.

Site Speed

For every second it takes your site to load, you’re losing 7% conversions. – Google

That’s a scary thought. Here’s a more positive spin on it. If you can make your site load 1.5 seconds quicker, you could increase your conversions by 10%.

Check out Google’s site speed tool for feedback and advice on what you can do to make your site load quicker.

fast site speed up site


Mobile Optimisation vs Responsive Web Design

Responsive design is making the same content responsive to different screen sizes. It’s the bare minimum that all your pages should be.

A mobile optimised site is a far more advanced website or landing page. Mobile optimised means more than just responsive. It means the site will reformat itself for a list of handheld or tablet devices. Reformatted content, and differently optimised images appear when the user is on an iPhone or other device. It might even remove sections of your page to make the experience more suitable for mobile or add call to actions in different places on smaller devices.

Google have a great report on the Principles of Mobile Site Design: Delight Users and Drive Conversions which is well worth checking out.

There were also some miscellaneous tips and tricks from the day that I’ve included below.


Google spoke about two re-marketing features that are definitely worth testing.  First, they spoke about cross-selling to your email buyers via re-marketing. And second, they spoke about dynamic re-marketing via a video series. We’ll write about this in more detail over the coming months…

Video Advertising

In 2017 69% of all online traffic will be video, and by 2018 this will go up to 80%. – Google

This astonishing stat drove home the importance of video in our marketing efforts – in ads as well as promotions – you can learn more here. It reminded us that the video format should be used for editorial too.

Google also revealed that soon they would be launching some more features to their YouTube video creator studio, making video creation available to everyone.

During the presentation, we decided to test out Facebook Live on our facebook page. There were one or two technical issues, most notably, the video was sideways but the the reach was definitely more than an uploaded video which is very encouraging.

Some of the stats related to advertising on YouTube are also encouraging. 75% of people who see your ad, skip it after 5 seconds. You don’t pay for these placements. Of those who remain, they’re 10 times more likely to share videos from your channel on social media.

Here’s a short video explaining how Trueview ads work.

All in all, it was a good day where lots of information was exchanged between guests and Google representatives. If you’d like to discuss any of the information above in more detail, please reach out.

Colm O Sullivan Sig

Colm O’Sullivan
SEO Specialist, AIM.

P.S. AIM is a global marketing agency dedicated to helping direct response publishers serious about growing their businesses with innovative, multi-channel campaigns. If you’d like to talk about how we can help YOU, please contact us today.