In 2015, Google announced an open source initiative called Accelerated Mobile Pages (AMP), which aimed to dramatically improve the performance of the mobile web. In collaboration with publishers and technology companies, Google opened up AMP HTML – a way to build light-weight web pages that Google caches to load instantaneously on mobile. AMP pages are stored in Google’s cache servers and load in milliseconds, which reduces early bounce rates by extending the benefit of speed to where Progressive Web Apps can’t reach – the search engine and initial page load.
AMP-ing Up Ecommerce
The technology has been available for a few years, but is only just becoming available for ecommerce sites. This means that AMP-ing up brand presence in 2017 should be at the forefront of every retail marketing plan this year.
AMP pages are prioritized by Google, so the technology will be key to all search engine marketing and optimization strategies. If you’re like most retailers, you spend a lot of money on adwords – but it may be time to dial back. The introduction of AMP allows you to generate a lot of traffic from search without paying for every click.
Reducing Customer Drop-Off
The instantaneous load of AMP pages ensures customers stay on your site and don’t drop-off – increasing the likelihood they’ll convert. Studies consistently link performance to revenue, showing that more time on site correlates to higher conversion rates.
At the AMP developer conference in New York this year, speakers shared studies reporting that doubling the load speed of a page also doubled the amount of time spent on the page. At the conference it was also announced that LinkedIn reported a 9.8% increase in average time spent on their site after employing AMP, while Snapdeal experienced a 59% increase in daily traffic due to AMP.
More than just a user experience innovation or passing trend, AMP is proving to actually advance topline business growth. It is also setting customer expectations for performance and speed. The world after AMP will make slow loading mobile pages even more excruciating to bear, causing higher levels of abandonment. You don’t want your customers associating your brand with that frustration.
Innovating to Meet Expectations
The web just wasn’t built for mobile web speed, and this has always been an issue when trying to replicate desktop experiences on mobile. Mobile’s widespread adoption has forced retailers and publishers alike to get creative on how to deliver customer experiences that keep audiences excited and engaged. It’s innovations like AMP that allow us to do this and meet customers on the mobile frontier with grace and a speed like never before.
Putting AMP on your SEM and customer engagement roadmaps for 2017 and 2018 is not just a nice-to-have – it’s key to the future of mobile web.