AMP FAQ: Introducing Accelerated Mobile Pages For Ecommerce

Mobile web traffic has now surpassed desktop, yet studies show that 53% of mobile visits are abandoned if a site takes over 3 seconds to load. We know that the key to reducing bounce rates and increasing conversions on mobile is reducing page load times, but retailers still need to provide rich content to their customers. Enter: Accelerated Mobile Pages (AMP).

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There’s an AMP for that

AMP is an open-source initiative from Google that significantly improves landing page load time on mobile. Accelerated Mobile Pages are lightweight versions of your common landing pages, which are stored on Google’s servers and delivered almost instantly when a shopper clicks-through from search results. This reduces early bounce rates and keeps customers engaged on your site.

How does it work?

Since they are copied into Google’s AMP cache, AMP pages load in milliseconds. They are identified in Google search results by a small lightning bolt logo. As users get familiar with the logo, they will be more inclined to click, knowing they are guaranteed a consistently fast experience.

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AMP pages are HTML pages made up of open-source components. Lean CSS and inline style sheets, along with the limitations of no JavaScript and constrained markup, also help make AMP pages so fast. When combined with pre-rendering in an AMP viewer, such as the ones used as part of Google’s Search Engine Results Pages, the result is performance that is a magnitude faster than typical mobile sites.

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Speed = higher search ranking

AMP isn’t simply a flag that triggers a higher search ranking from Google – although that may be the case in the future. Overall site performance is the real factor, with slow sites being penalized by Google with a low search ranking. The instant load time of AMP pages is detected by Google and ranked accordingly.

Google AdWords still take priority in search results. However, Google is integrating AdWords and AMP to make them work together better.

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AMP + Progressive Web Apps: A winning combo for ecommerce

AMP will work with any mobile site, but is best when combined with Progressive Web Apps (PWAs) – app-like mobile websites that create engaging, immersive experiences at speeds up to 4x faster than responsive web design. AMP delivers instant first-page loads, then the PWA takes over to extend that speed throughout the site.

What are the limitations?

  • AMP restricts how pages are coded (no Javascript and constrained markup)
  • AMP and Google Analytics do not work well together. Google Analytics does not deal with cross-domain analytics, which is what AMP requires to track correctly. Mobify has a workaround for this.
  • Customers cannot click add-to-cart – this is still in the experimental phase. It’s on our roadmap!

Want to know more?

Check out our comprehensive AMP for ecommerce blog post for more details. You can learn more about the Mobify Platform here, or email us at

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