The Impact of Accelerated Mobile Pages (AMP) on Web Design

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The Impact of Accelerated Mobile Pages (AMP) on Web Design

The mobile web is tricky to navigate for developers and digital marketers, especially since 53% of mobile website visits are abandoned if they take more than 3 seconds to load a page. As an Ottawa-based web designer, we have experienced this and there are a few factors that contribute to it that pose a challenge for web developers: short attention spans, poor mobile experiences, slow unresponsive pages and intrusive ads. So, how can we get around this problem and deliver websites that load quickly on mobile?

AMP! Accelerated Mobile Pages are created from an open source framework that enables organisations to build performance oriented, engaging and fast web pages without any additional training.

In October 2015, Google officially introduced Google AMP which it would later launch in February 2016. In September that year, AMP-based web pages began to be indexed in organic search results and just two months later Google announced its new mobile-first index. In March the following year, Google announced that AMP would now be available for Sogou, Baidu and Yahoo Japan search engines at their AMP conference. Finally, in May 2017, AMP became available for both AdWords search and display ads, as announced by Paul Muret.

The Impact of the AMP Project

Here are some statistics about the impact of the AMP project:



Median page-load time = less than 0.5 seconds

Number of pages published = over 4billion

Number of domains created = 25million

Number of developers involved: over 10,500

Number of code submissions: over 7,000


Quantifiable Benefits

Sales conversions profit growth: 20%

Sales conversions source of data: A/B Testing

Sales conversions total profit value: $676,822

Year-over-year increase in AMP traffic profit growth: 10%

Year-over-year increase in AMP traffic source of data: eCommerce and Publisher interviews

Year-over-year increase in AMP traffic total profit value: $328,625


Unquantifiable Benefits

Improvement in site discovery and traffic: 10%

Time being spent by users on AMP pages: 2x

Increase in engagement on different pages: 60%

Decrease in page load time: 80%

Increase in ad-placement click-through rate (CTR): 20%


Case Studies

Here are some case studies from real websites showcasing the improvement made by AMP utilisation.


Increase in revenue: 30%

Improvement in user engagement: 30%

Increase in ad viewability: 20%

US Express

Improvement in page load speed: 5x

Projected savings annually: $1million

More applications via AMP page: 62%

Discover Car Hire

Better ROI from mobile devices: 20%

Increase in mobile-based organic traffic: 73%

Better conversion from mobile” 29%


Increase in conversion rate: 12-15%

Improvement in load time with AMP pages: 15%


Better conversion rates on mobile: 5x

Increase in page-load speed: 65%

Reduction in bounce rate: 60%


Better eCommerce conversion rate: 75%

Increase in page-load speed: 37%

Fall in bounce rate: 33%


What’s Next for AMP?

As AMP evolves it will not only have an impact on eCommerce and publisher websites and the number of ways to use it is increasing. These include combining the power of Progressive Web Pages (PWP) with AMP. The thought behind this is that it will streamline the development process and ensure consistent page-load times.



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