According to a study by Radware State of the Union, a one second delay in a site’s or app’s mobile load time can drive up bounce rate by over 8%, squeeze conversion rate by 3.5%, cut down page views by nearly 10% and shrink cart size by 2%.
In short, mobile web delay deals a huge blow to e-commerce, gnawing at millions of dollars in lost sales every year. So, what’s the solution? The answer is Accelerated Mobile Pages or AMP.
What Is AMP?
Accelerated Mobile Pages, a brainchild of Google-Twitter collaboration in 2015, is an open source initiative developed to help publishers create mobile optimized and dramatically quick-loading mobile pages.
A web page built within the AMP framework has up to 15 to 85% faster load time compared to its non-AMP version, an attribute that saves the mobile internet users from “a slow, clunky and frustrating experience,” in Google’s own words.
The AMP plugin uses a lighter form of popular coding languages and consumes eight times less data than traditional mobile-optimized pages, loading mobile web in a flash while hardly racking up any data usage on the mobile device. The AMP approach creates a win-win situation for both the mobile web user and the webmasters.
The Benefits of AMP
The benefits of AMP are not just limited to a faster web experience. Using AMPs in your design clears the way for higher mobile browser visibility as Google displays AMP results in organic listings. Web Design Companies should know that soon mobile search engine users are likely to prefer visiting those sites or apps that are marked for AMP plugins.
Another advantage of AMP is that mobile search engine rankings improve as user-experience on a fast-loading site gets better. Officially, AMP is still not included in Google’s SEO ranking factors but that could be on cards.
Webmasters and digital marketers also benefit from flexible ad support and simplified tracking of users and site performance on AMP. Since the approach involves use of streamlined versions of CSS, webmasters can skirt away distractions such as the header image, navigational menu, sidebar, etc. on mobile browser pages, improving their chances of conversions.
The AMP framework holds great promise for designers to create an insanely faster mobile site with cohesive browsing experience and stylish pages. Here are 5 ways how designers can use Accelerated Mobile Pages in design and leapfrog with this fantastic framework.
- AMP-Carousel For The Header
You can draw visitors’ attention with AMP-carousel component in the header for the homepage or landing pages. This is one clean and crisp way of displaying multiple similar pieces of content, for example image galleries, along a horizontal axis, giving the visitors a sneak peek into what’s beyond that page.
To add to the appeal of the feature, you can supplement it with Autoplay attribute, which will autonomously forward one slide to another in 5000 millisecond intervals, without any user interaction. Here are a few examples of this technique.
- AMP-List to Show Related Posts & Products
If a visitor lands on your site and doesn’t immediately locate the product of interest, you ought to ferry them deeper and deeper. AMP-list component can be handy for fetching dynamic content, for example list of related articles, from a CORS JSON endpoint and presenting in a specified template.
- AMP-Analytics to Capture & Track Data
AMP-analytics component lets you capture and track user engagement data and other performance indicators via both in-house solution and using third-party analytics tools. You can weigh up the stats to figure out which design elements and pages are driving user activity, engagement and conversion and which ones are lagging behind. The insight is crucial to making the right fixes.
- Use Built-In Validator to Validate Styles & Layout
While styling and layout on AMP HTML pages restricts the use of CSS to a certain degree, it augments the responsive design capabilities, allowing better control over element display with features such as placeholders & fallbacks, advanced art direction via srcset.
The AMP Validator lets you check the page’s CSS and layout for correct formatting, disallowed styles and bytes limit.
- Implement Ads within AMP
AMP-ads component lets you place banner ad, carousel ad, video ads and even experimental ads on your page. The ads, like other elements in the AMP HTML, load faster alongside all on-screen resources. Besides conventional ad formats, you can try out something new and futuristic like scrollbound video ad, slides with lightbox ad and others.
Success stories of dozens of brands, including The Washington Post, WOMP MOBILE and Teads, vouch for the impact and potential of the Accelerated Mobile Pages technique in rendering fast, beautiful and high-performing Mobile Web Designs across devices and distribution platforms. In its quarterly overview, Google underscores new priorities and shares the roadmap for planned features and enhancements to AMP.