Visitors leave sites quickly if content doesn’t load instantly. While Google announced at the start of the year that AMP (Accelerated Mobile Pages) is not yet part of the search engine’s algorithm, it’s still extremely important that your site’s pages load as efficiently as possible. We believe the algorithm will be revised soon as mobile devices continue to become the tool most consumer audiences are turning to first. Websites with responsive designs and AMP–friendly code bundles will get more visibility for their content and improve their on-page metrics that come from lower bounce rates due to faster loading speeds.
Along the same lines, I expect more brands to also leverage tools like Facebook’s Instant Articles to allow content to load faster in-channel to better serve audiences.
UX isn’t something that should only be considered by your developers, but instead should be in the minds of all marketers — especially those that own the strategy of your website. You’re a member of your company’s UX department because you sell not only products and services, but the experience served on your site. Brands that do this well will have a huge competitive advantage this year. If you aren’t doing the basics above, now is the time to start.
Let us know if you need help along the way.