AMP (Accelerated Mobile Pages)
Accelerated Mobile Pages (AMP) is a technology aimed at enhancing user experiences on mobile devices by accelerating the loading of pages. It was created and is promoted by Google, and its idea is to create simplified versions of standard web pages that load much faster thanks to limiting the use of JavaScript and using simplified HTML code.
Seconds Count
The key to understanding the value of AMP technology lies in understanding the relationship between page loading speed and user satisfaction. Many studies show that even slight delays in page loading can lead to a significant drop in conversion rates. For example, a study conducted by Google found that 53% of mobile users abandon pages that load longer than 3 seconds.
AMP combats this problem by offering technology that enables faster page loading. AMP pages typically load almost instantly, enhancing user experiences, and potentially leading to higher conversion rates. Additionally, Google often favors AMP pages, meaning that these pages may appear higher in search results.
AMP on Real Pages
1. Accelerating E-commerce
The first example is an e-commerce site with a wide range of products. They noticed a decline in mobile traffic and conversions, which led them to implement AMP. Before implementation, the average page load time was 6 seconds. After deploying AMP, the average page loading time dropped to 2 seconds. This significant improvement in loading speed resulted in a 20% increase in their conversion rate. In practice, this meant an additional 20 transactions for every 100 that occurred before implementing AMP.
2. Corporate Blog on Steroids
The second example is a company blog that noticed a drop in traffic from mobile sources. They decided to address this by implementing AMP on their site. After deploying the technology, they saw a significant improvement in their search results position, leading to a 25% increase in traffic. In practice, for a blog receiving 10,000 visits per month, this meant an additional 2,500 visits after implementing AMP.
3. News Portal on the Fast Track
The last example is a news portal that decided to implement AMP to improve the speed of delivering content to users on mobile devices. Before implementing AMP, the page loading time was on average 5 seconds. After deploying AMP, this time dropped to 1.5 seconds. This greatly enhanced the user experience, resulting in a 30% increase in page views. In practice, for a portal with monthly traffic of 1,000,000 views, this meant an additional 300,000 views after implementing AMP.
4. Social Media and AMP
Quadruple benefits from using AMP were experienced by a social networking site focusing on sharing images. They had a problem with slow page loading, which negatively affected user engagement. After deploying AMP, they noticed a significant improvement in page loading speed, from about 7 seconds to just under 2 seconds. Moreover, this improvement in loading speed translated into increased user engagement, reflected in a 15% increase in the average time spent on the site. In practice, for a service where a user spent an average of 2 minutes, this meant an additional 18 seconds spent on the site after implementing AMP.
5. AMP in Non-Profit Practice
AMP is not limited to commercial companies. A non-profit organization that used the internet to promote its mission and raise funds decided to implement AMP on its site. After deploying AMP, they recorded a 20% increase in the number of people who donated on their site, thanks to the improvement in page loading speed from 5 seconds to 2 seconds. In practice, for an organization that received 100 donations in a month, this meant an additional 20 donations after implementing AMP.
6. AMP for Restaurants
A restaurant decided to implement AMP on its site to facilitate customer access to menus and reservation options. After deploying AMP, the restaurant noticed a 30% increase in online reservations, which they attributed to faster page loading, from 4 seconds to 1.5 seconds. In practice, for a restaurant receiving 100 online reservations per month, this meant an additional 30 reservations after implementing AMP.
The Future and Next Step in Accelerating Mobile Internet
AMP is a technology that has the potential to significantly enhance mobile users' experiences. By simplifying page code and limiting JavaScript usage, AMP enables faster page loading on mobile devices. As the above examples show, implementing AMP can bring substantial benefits, including increased user engagement, higher conversion rates, and increased page views.
However, AMP is not without challenges. Implementation and maintenance of AMP pages require time, resources, and expertise. It's worth noting that not all pages will benefit from implementing AMP. The key to effectively using AMP lies in understanding your users, their needs and expectations, as well as understanding the AMP technology and its limitations.
Looking to the future, AMP seems well on the way to further development and improvement. Over time, we can expect to see even more pages using this technology, and also see this technology becoming more advanced and versatile.
