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:
Statistics
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.
Readwhere
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%
Greenslips
Increase in conversion rate: 12-15%
Improvement in load time with AMP pages: 15%
Tokopedia
Better conversion rates on mobile: 5x
Increase in page-load speed: 65%
Reduction in bounce rate: 60%
Carved
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.
