Accelerated Mobile Pages (AMP) - American Express

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Dedicated Mobile Experiences - American Express

There is no information in the public domain specific to what American Express is doing with dedicated mobile experiences to market their cards, neither are there data points showing improvements in metrics such as load times, bounce rates, and overall response rates due to dedicated mobile experiences. However, publicly available info reveals that American Express has a mobile-friendly website that offers an easy application process across computers and mobile devices. Also, American Express encourages mobile engagements for new customers right from when they onboard, which has helped the company increase its monthly mobile app active accounts by 1.8 times with a CAGR of 35% from 2015 to 2017, according to a report by The Financial Brand.

Relevant Research Findings

  • American Express's report revealing three online strategies for businesses to be competitive, observed that having a mobile-friendly website was more important than building a mobile app, which is an indication that the company takes the mobile-friendliness of its website very seriously.
  • The report by American Express did not have any info pertinent to dedicated mobile experiences but highlighted mobile marketing to be the first of the three online strategies for businesses to be competitive.
  • A report by Upgrade Collective revealed that the American Express website has a mobile-friendly and secure application process, indicating that the company's website takes the mobile experience of mobile users seriously.
  • American Express logo redesign in 2018 featured an off-center "Amex," which the company designed specifically for mobile devices and small screens, according to a report by Quartz. This report observing how American Express redesigned its logo to fit mobile devices indicate that the company likely takes the mobile experience of users seriously.
  • American Express encourages mobile engagements for new customers right from when they onboard, which has helped the company increase its monthly mobile app active accounts by 1.8 times with a CAGR of 35% from 2015 to 2017, according to a report by The Financial Brand.
  • Due to its efforts specific to driving mobile engagements, American Express drove its active app rates for Millennials by 1.5 times within three months in 2017 compared to other customers, as per a report by The Financial Brand.
  • Investigating the American Express website via a mobile device showed that the site could automatically detect visitors accessing its website with a mobile device, due to a banner pop-up inviting a visitor to download its Android or iOS app depending on the mobile device used to visit the website. Also, the layout of the site is different on a mobile device with a centralized web-copy and button that quickly catches the eye of a visitor and makes the experience more straightforward.
  • Lisa Kahn, American Express' Director of Global Experiential Marketing and Partnerships, in an interview report by Chief Marketer observed that the company "relies on content marketing to drive consumers to its branded experiences, including activating its partnership with the Seattle Seahawks at all home games."
  • Some technologies American Express uses on its website that are likely geared towards the company's dedicated mobile experience efforts include Omniture Adobe Test & Target, Maxymiser, Dynatrace, and others, according to a report by BuiltWith.

Research Strategy:

To identify what American Express is doing with dedicated mobile experiences to market their cards, as well as the data points showing improvements in metrics like load times, bounce rates, or overall response rates due to their dedicated mobile experience efforts, we investigated the company's website in search of news articles, blogs, and press releases with the hope of identifying information relevant to the request. Unfortunately, there was no information in the public domain by American Express, revealing the company's dedicated mobile experience efforts; hence, no data was showing improved metrics due to dedicated mobile experiences by the company. Instead, we located a report by American Express that highlighted the three strategies relevant for businesses to stay competitive. This report observed that mobile marketing was the first of the three online strategies and underscored that it was more beneficial to invest in a mobile-friendly website than building a mobile application. However, there was no information relevant to dedicated mobile experiences.

Therefore, we proceeded to investigate relevant marketing research portals such as eMarketer, CustomerThink, Ad Age, Chief Marketer, and others. This research produced a report by Chief Marketer featuring American Express' Director of Global Experiential Marketing and Partnerships that noted that the company uses content marketing to drive customer experiences. Also, another report by CustomerThink featured an executive of American Express who stated that the company always reinforces the interest of its customers. Furthermore, we researched the company's marketing strategy and located a report by Marketing91 revealing the current marketing strategy of American Express. Still, there was no information in the public domain by these directories relevant to what American Express was doing pertinent to dedicated mobile experiences, neither was there any data revealing metrics achieved by the company for implementing dedicated mobile experiences to its online platforms.

We then switched strategies to examine the technologies used on the American Express website via the BuiltWith portal, with the hope of locating technologies the company used on its website that was relevant to dedicated mobile experience efforts. This investigation revealed that American Express uses tools such as Omniture Adobe Test & Target, which helps its marketers to identify live insights to make American Express' online contents relevant to customers continually. Other tools the company uses on its site that are likely connected to improving its online experiences include Maxymiser for testing online personalization; Dynatrace, which helps to monitor activities on sites automatically; and others. Unfortunately, there was no report revealing how these tools contributed to American Express' dedicated mobile experience efforts, neither was there any info pertinent to how using them affected the company's site metrics. Furthermore, we investigated and located archived changes on the American Express website using the Wayback Machine platform; still, there was no information observing that the company made changes to its site due to dedicated mobile experiences or how it altered their metrics.

Next, we investigated trusted financial and media portals with the hope of identifying survey reports or news articles revealing what American Express was doing relevant to dedicated mobile experiences. For this, we researched Quartz, Forbes, The Financial Brand, and others. This time, we located a report by The Financial Brand, which detailed the seven things American Express was doing better than its competitors in the financial services' industry, and observed that the company took significant efforts to boost its mobile engagements, as well as operated with a mobile-friendly website that offered a simple application process across all device types. Also, we found a report by Quartz observing that American Express redesigned its logo to make it improve its appearance on mobile devices, while another report by Upgrade Collective also noted that American Express had a mobile-friendly and secure site. Information from these portals showed that American Express was making significant efforts to improve the mobile experience by upgrading the mobile-friendliness of its website; unfortunately, there was no info in the public domain what the company was doing specific to dedicated mobile experiences.

Hence, due to the lack of the required information in the public domain, we investigated the American Express' website via a mobile device to examine differences in the online experience the company offered on a desktop compared to a mobile phone. From this investigation, we observed that American Express' website could automatically detect when people accessed its website via a mobile device due to the changes in the layout of the site on a mobile phone, which we found. Some of these changes included a pop up inviting a visitor to download its mobile app for Android or iOS, as well as a centralized placement of its web-copy and call-to-action buttons, which made it easy for a mobile user to click and take action quickly. These findings showed that the company has implemented some of dedicated mobile experiences; however, due to the lack of reports in the public domain with insights into these, as well as it has improved its metrics, we provided our observation among the relevant findings of this research.


Sources
Sources

Quotes
  • "The color gradient is gone, and the logo’s letterforms have been cleaned up in the interest of making it more legible and consistent across digital platforms. A new cropped version, featuring an off-center “Amex,” has been designed for small screens of mobile devices."
Quotes
  • "Read on for an overview of the key card benefits, or visit the American Express website for more information and a secure, mobile friendly application form here ."
Quotes
  • "American Express relies on content marketing to drive consumers to its branded experiences, including activating its partnership with the Seattle Seahawks at all home games."
Quotes
  • "A mobile-friendly website may be more important than investing in a mobile app due to some consumers experiencing a sort of mobile app fatigue. So, if you are planning on designing an app as part of your mobile marketing strategy, consider periodically improving it and monitoring its practical value for users."
Quotes
  • "In conjunction with the onboarding process, it is important to American Express for their customers to actively use their mobile application. From the first moments of the relationship, all communication (and incentives) reinforce the benefits of connecting the Platinum card to multiple outside applications including Uber, major hotels, major airlines, retailers, etc."
Quotes
  • "AmEx spokeswoman Marina Norville, responded, saying, “We constantly reinforce the importance of acting in the best interest of our customers.”"