The increased click-throughs and lower abandonment rates seem to be having a real impact on revenue. Some companies also experienced an increase in revenue in correlation with AMP’s improved speed and experience. In the same study, more than 90 percent of the publishers also achieved greater engagement and higher click-through rates. A 2016 DoubleClick study showed that 80 percent of 150 publishers realized improved viewability rates with AMP pages versus non-AMP pages. The Washington Post saw a 23 percent rise in mobile search users returning to their site within seven days.ĪMP can also improve search rankings and ad viewability.Also, 80 percent of their traffic from AMP pages is new traffic. Gizmodo experienced a 50 percent increase in impressions.Slate enjoyed an almost 50 percent spike in unique visitors per month and an almost 75 percent increase in visits per unique visitors per month.Wired saw an overall 25 percent increase in click-through rates, as well as over 60 percent more click-throughs on ads in AMP-powered stories/pages.Here are a few examples of improved site performance, post-AMP: Some early AMP adopters have already reported measurable results. Practically speaking, this means businesses can enjoy significant savings in bandwidth expenses - as well as the potential for increased traffic.ĪMP’s quadrupled load speed translates into a better user experience, attracting more users to stay on a site and engage with its content. Web pages utilizing AMP are loading an average of four times faster and are using up to 10 times less bandwidth. A lot of big players have already implemented and/or contributed to AMP, including WordPress, Reddit, ebay, Pinterest, Twitter, Bing and more. With the help of 8,700 developers, the open-source initiative already powered close to 1 million domains and over 2 billion mobile pages as of May 2017.
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If you’re interested in the nitty-gritty of all-things AMP, visit the AMP Project page for full details, and attend the upcoming MarketingLand webinar about the evolution of AMP this month. It also features a built-in validation system that confirms that the AMP page will work properly without needing external resources. AMP Cache - a proxy-based network for delivering AMP documents that fetches AMP HTML pages, and then caches them to improve page performance.AMP JavaScript library - a library for managing resource loading that offers access to the custom AMP HTML tags and works within AMP’s prescribed best-performance practices to help optimize and accelerate page rendering.While most tags in an AMP HTML page are standard HTML tags, some have been replaced with AMP-specific tags built for site speed optimization. AMP HTML - a stripped-down version of HTML that adds restrictions that help ensure reliable and faster performance.At its core, AMP consists of three layers: Nobody’s brand needs that.ĪMP works to fix these issues by employing a number of best practices and restrictions that are all focused on site speed.
Poorly constructed web pages can result in slow load times, which can drive up abandon rates, lower audience experience, and, ultimately, put a serious ding in the site’s reputation. And that was just to display its home page. For example, one news site tested by Google consumed more than 100mb of bandwidth while making more than 6,500 requests to over 130 different domains. Some news sites and content aggregators are known to eat up a ton of bandwidth and chase audiences away with slow load times. If you’re wondering whether this optimization is really needed, the answer is largely yes, particularly for bigger websites. Its goal is to bring faster - even instant - rendering to web content, especially via mobile devices. The Google-led AMP Project is a response to the rise of of the mobile web, along with the proliferation of clunky advertising and poorly optimized website design. The downside - arguably a temporary one - is that not all technology is completely up to speed with this new initiative. The Accelerated Mobile Pages (AMP) Project, the brainchild of Google announced just two years ago, is already impacting millions of users’ experience. AMP isn’t quite a household acronym yet, but it has big implications for virtually everyone with web access.
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