Calls are dying, the conventional wisdom goes.Overall, volumes may be down because of alternative channels (messaging, text, chat, email, social media) and millennials may tell surveys that they never want to talk on the phone with anyone.Significantly, that includes Black Friday weekend.Two recent studies, across a wide range of industries, confirm an increase of shopping-related calls over the all-important post-Thanksgiving holiday shopping period.A study by CallRail found triple-digit call volume increases on Black Friday, Cyber Monday and Green Monday:Our analysis reveals that call volume on both Black Friday and Cyber Monday has more than doubled year-over-year.
Over the course of the most recent complete calendar year, smartphones drove just 20 percent of conversions.The mobile user experience presents a particular challenge.Clearly, improving your load time means better results.“What we find is that sites with the fastest render starts (under one second) get nearly 50 percent more mobile engagement than the sites in the slowest group (three to four seconds),” said Duda CEO Itai Sadan.Minify your CSS code and placement.Minimize image sizes and consider using CSS image sprites.
The Accelerated Mobile Pages (AMP) project has some big numbers on the scoreboard: More than 860,000 domains are publishing over 35 million AMPs per week, according to stats shared by Google at a recent AMP developer conference, where the company also announced the expansion of AMP to more than a billion additional users in China and Japan.AMP already represents 7 percent of top US publishers’ web traffic, according to Adobe.As the light, fast-loading mobile format is embraced by leading social platforms, e-commerce sites and content publishers, some digital managers are still trying to evaluate the importance and urgency of AMP with respect to their specific strategies.The AMP-curious include smaller e-commerce sites, professional sites, blogs, academic publishers, niche content sites and even news publishers in small markets.In general, they like what they hear about AMP’s benefits and are eager to improve search performance — but are also juggling a long list of competing priorities and must be careful about allocation of resources and brain space.Their question usually isn’t whether to implement AMP, but whether it’s important enough to prioritize now.
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