In this blog, you’ll learn about:
- What are Accelerated Mobile Pages (AMP)?
- How does it Work?
- What are the Benefits of AMP?
- Should I use AMP?
With the majority of the internet users using mobile as the device to browse, having landing pages optimized for mobiles as well becomes a necessity. Out of this necessity is born AMP - Accelerated Mobile Page. It’s a known fact that slow loading speed of the landing page is responsible for a significant drop in conversion rate. In this past-facing world where customers have short attention spans, a page which takes a lot of time in loading is a gone case.
As per a recent study, at least 40% of the people will drop out of the page that takes more than 3 seconds to load. Yes, that’s right! Pages that are AMP-optimized have the potential to rank better and faster. Not just this, they most certainly convert more page visitors into customers with their impressive loading speed.
What are Accelerated Mobile Pages (AMP)?
Objective of AMP is just one - ensure the best landing page experience to the user.
AMP is an open-source HTML framework which provides a clear and straightforward way to create web pages that are fast and smooth-loading. This helps in prioritizing the user-experience above all else. Imaging clicking on a page link that opens under 2 seconds. AMP makes this possible. With AMP, you get superfast lightning loading speed and provide the best experience for mobile users.
How does it Work?
These pages are pre-cached at Google’s end, thus loading instantly just as a user clicks on it. These are highly optimized for mobile users and have a lightning symbol alongside them, signifying usage of AMP. Many of the top-notch ecommerce platforms have already started using it.
Accelerated Mobile Pages are thus a good attempt at serving the same visual experience for everyone. It may very well be recognised as just the first step in an ongoing initiative by Google to ensure that quality content reaches their search users.
What are the Benefits of AMP?
Using AMP can be prove to be beneficial for you as it:
- Increases the conversion rate due to its faster and better mobile experiences.
- Due to good page experience, Google prioritises it more as compared to others and helps in increasing the volume of organic search traffic.
- Reduces the load on your servers since AMP is pre-cached and responds to most search results.
Performance and Content
Because Accelerated Mobile Pages are supposed to be as fast as possible, and with the focus on lesser bounce rate due to slow loading speed, the content rather than the visuals, acquire utmost importance.Thus it makes sense to restrict the use of forms and force as few stylesheets and scripts as possible in order for a page to qualify as an AMP.
Another interesting piece of information when it comes to AMP is that Google is offering to host the cache for these pages for free. This means that websites can take full advantage of the numerous data centers and CDN’s that Google themselves have invested in, and thus reap the benefits of some of the fastest servers on the planet.
If you understand SEO, you may worry about duplicate content. The solution to this is using canonical tags on the AMP pages which link to their respective “full pages”. This would resolve the issue.
Should I use AMP?
Whether to use AMP or not is an answer that can come from your side as it depends on the type of business you have. AMP is usable for pages which have static content and doesn’t have dynamic content, that is, the information or details provided in the page do not change.
If you have a business that collects leads/ signups, you can definitely use AMP. For a long time, ecommerce business owners have been skeptical about using AMP since it involves addition of new products regularly. However, this too is now taken care of. With ecommerce brands like Myntra using AMP, all such doubts are laid to rest.
Flipkart is another prominent adopter of AMP and they’ve been focused on creating better user experiences for their online visitors. One way they’ve gone about achieving this is by implementing AMP on their item pages. With millions of different items present on Flipkart at any given time, there’s a scope of plenty of megabytes to be saved by adhering to the AMP standards.
All SEO and mobile performance enthusiasts who understand the importance landing page experience holds, seem to agree that a well-implemented AMP website is nothing less than beneficial.
AMP undoubtedly comes with a lot of benefits and can lead to significant lift in conversion rate with decreased cost per result. However, you need to remember that AMP is just a medium which connects the customers with you in a better way. There are various other factors which can affect the conversion rate and AMP happens to be just one of them.