Instapage Launches AMP Pages, Making Landing Page Software More Powerful

instapage landing pages AMP

Instapage remains my favorite landing page software. So when they announced a few months ago that their pages would comply with AMP, I was this stoked.

drake instapage software

AMP stands for Accelerated Mobile Pages. It’s a project aimed at making the mobile internet faster and more reliable.

You know when you’re trying to read an article on the bus and it just will not load correctly or when it finally does, it looks like crap. Those pages are not AMP-optimized pages.

AMP is a fascinating technology that allows webpages and ads to load on mobile devices faster and more beautifully. It accomplishes this by using a more restricted version of HTML, an AMP JavaScript library and caching features. That all means that the codebase is a little simpler and easier for mobile browsers to render, which increases page load times by 85%, according to Google.

Search marketers and technologists (and even Google) have declared AMP the future of the internet. The fact that Instapage has embraced it, is one more data point that tells us it’s here to stay.

What is AMP and Why Does It Matter?

If you’re a mobile phone user, AMP isn’t something you’ll ever need to worry about. Over the next couple years, you’ll simply notice that more and more of the webpages you visit from your phone will be faster and look prettier. This is because Google, Facebook and other places you browse the internet, will begin strongly prioritizing AMP-optimized pages.

So if you’re a web engineer, digital marketer or product manager, you’ll need to understand AMP. If you don’t you’ll risk losing your web equity to savvier competitors.

AMP debuted in 2016 with Vox, The Guardian, Buzzfeed and Washington Post all launching with AMP web pages.

When it launched, the New York Times ran a test on several of its articles, launching AMP pages and non-AMP pages of the same article.

The result was that the AMP pages had 100+ JavaScript tags, while the AMP mobile page had just 21. JavaScript tags are the result of advertisers cookie-ing pages and loading flashy ads.

The result was that the AMP pages had a much faster load time.
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Companies for which mass distribution is king, AMP pages will be essential. Companies like:

  • Online publications like Vice, NY Times, TechCrunch and Washington Post
  • Mobile-first shopping sites like Wayfair, Amazon and
  • Companies that rely on search engine optimization for reaching users like Grammarly, NerdWallet and Growth Marketing Pro!

Google will continue to prioritize AMP pages in the search engine results pages (SERPs) because they afford a better experience to the user. Better experience = more viewers = more revenue for Google. Simple right?

Why Does AMP Matter for Landing Page Software?

Many digital marketers lean on landing page software heavily.

Landing page software makes it super easy to publish beautiful, drag-and-drop, functional landing pages to your website without any code.

Our Start Here page on Growth Marketing Pro is made using Instapage. As you can see, the page is well-designed (by my standards) and fully functional. It allows us to capture email leads and send them to Mailchimp so that we can email our valuable readers with cool stuff!

This is all via Instapage. No code to make that page.

landing page software growth marketing pro

While more of Growth Marketing Pro’s traffic is desktop than mobile, we will still need to continue to think about our mobile future, especially as the world moves toward more mobile browsing.

In the next six months, we will be making many of our pages AMP on Growth Marketing Pro. Why? For us, it’s actually about organic search. Google will continue to give priority for landing pages that are optimized for AMP. Again, the more amazing the Google experience is for searchers, the more money Google will make. We get almost 85% of our traffic from Google search. We can’t afford not to optimize our landing pages.

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Instapage and AMP Conclusion

Google will continue pushing publishers and websites to optimize their pages. Transitioning to AMP is a bit of a pain, but it will pay dividends for your website over the next year+.

I was happy to hear Instapage is pushing this agenda among its landing page software platforms peers.

If you’re considering creating your own landing pages, read my review of Instapage here.

To see some great examples of landing pages, read Landing Page Designs, Examples and Best Practices.

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