Instapage launches first landing page platform with AMP
The company is partnering with Google to lower loading times for mobile landing pages, because each second can increase the bounce rate by 20%.
Instapage is announcing today that it is the first landing page platform to offer Accelerated Mobile Pages (AMP) as an option.
VP of Product Oliver Armstrong told me that, although Instapage is currently offering AMP only for mobile pages, it is prepping for the use of the format at some point on desktops.
Forms submissions and most styling are enabled, and the AMP’d pages will support Google’s analytical tools and almost all of Instapage’s analytics.
Depending on what is on the landing page and the connection speed, Amstrong estimated loading time is improved by at least a third with AMP. This could cut down what might normally be a four- or five-second loading time for a mobile landing page to anywhere from one to three seconds. Instapage’s rule of thumb is that every second of loading time increases the bounce rate, i.e., users going somewhere else, by about 20 percent.
The addition of AMP is Instapage’s latest effort to increase the speed of its offerings. In January, Instapage introduced Instablocks, so that page blocks can be reused as building blocks to create landing pages in volume.