What are Accelerated Mobile Pages?

Written by Ken Button

Published on Tue, Feb 18, 2020, Last Updated on Wed, Nov 11, 2020

Accelerated Mobile Pages or AMP for short, is an open-source library that provides a straightforward way to create web pages that are compelling, smooth, and load near instantaneously for users. Websites using AMP are providing the best user experiences the web has ever seen. AMP websites help improve search results, get more website traffic and have higher conversion rates than traditional websites all other things being equal.

There are two ways AMP can be implemented:

Deliver AMP on Mobile Only

In this scenario, you’ll have a regular desktop website like normal but within the code of each of your pages, there will exist a link to the respective AMP page which is displayed only on mobile devices. This solution isn’t recommended by Google, nor Triocto, as it requires two web pages be created for every page of the website.

Canonical AMP Website

The recommended way to incorporate AMP into your business website is to just go all out AMP. This ensures you’re giving the best possible speeds to every user, every time - regardless of their device or network conditions.

Why use an Accelerated Mobile Pages Website?

Accelerated Mobile Pages delight people and drive more conversions.

Better Performance Improves User Retention

53% of users abandon websites that do not load in 3 seconds or less on mobile networks. Over half of potential website visitors ‘bounce’ (abandon) on websites they click from search on mobile networks. Worse yet, the average load time of websites today on mobile networks is 22 seconds! Meanwhile, AMP websites provide near instant page loading speeds, giving users a smooth, more engaging experience on mobile and desktop; helping retain your website users and potential users.

Better Performance Means More Conversions

Case Studies from large companies such as CNBC, The Washington Post, Gizmodo.com and Wired.com show huge improvements in conversion rates. Smaller business websites built in AMP are also showing huge improvements in conversion rates.

Better Performance Improves User Experience

Users will visit your website from a variety of devices with varying network conditions. When the browser URL begins to process, the page is entirely blank until it receives communication from the website’s server. Blank content for several seconds means there is no user experience. AMP performance enhancements ensure your users are not starting off with a blank page and a bad impression. Furthermore, the website will be ready for meaningful user interactions significantly faster than traditional html and javascript websites. AMP truly makes a great first impression to all users, regardless of device or network conditions.

Once an AMP website loads, every interaction the user takes happens quickly, smoothly and without the janky issues common to traditional html and javascript websites. Users are able to snap around an AMP website in a flash!

AMP provides an extensive array of beautiful, dynamic and interactive tools to ensure your website contains all the function you and your users want but without the bloat of traditional html and javascript web.


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