Our client, a leading personal injury law firm, identified challenges with generating leads and enquiries from mobile traffic. Form abandonment rates were higher on mobile devices compared to desktop and conversion rates were lower.
As part of our analysis into the problem, we identified page speed on mobile as a key issue. Our solution was to move the brand across to Accelerated Mobile Pages (AMP) to address these issues, and improve user experience on mobile devices.
The results of this change made a significant difference to our client’s mobile performance.
Improving speed score by 11%
The decision to introduce AMP pages was taken in order to address the client’s slow page load speed on mobile devices, without undertaking a lengthy and resource intensive site redesign.
The introduction of AMP saw the brand’s page speed improve by 11% - a significant improvement that had notable benefits to both the user experience and the client’s overall digital goals.
A 52% increase in time on site
Following the introduction of AMP pages, the client experienced a 52% increase in time on site.
Not only does this increased engagement demonstrate that the brand was communicating more effectively with its audiences and offering a better user experience, but because higher time on site tends to correlate with stronger search engine rankings, this supported wider efforts to improve the client’s organic search ranking and search traffic.
Reducing bounce rate by 15%
These improvements also resulted in a 15% reduction in the client’s bounce rate from mobile, meaning that faster page speeds and better the user experience was engaging more of its audiences first time.
And just like time on site, reducing bounce rate also shows strong correlations with organic search rankings - another benefit to our wider SEO strategy.