Google’s accelerated mobile pages (AMPs) were first introduced in October 2015. An open-source initiative, AMPs make use of AMP HTML, an open-source framework that allows websites to build lightweight webpages. AMPs boast a sleek, clean design; a virtually instant load time; and a carousel of featured posts.
Boosting Load Times & Increasing Conversions
AMPs help ensure that mobile webpages load as quickly as possible. As an internet marketing company will tell you, this is key to driving conversions. Google and Nielsen report that 3 out of 4 mobile searches result in some kind of follow-up action, whether that’s a phone call, a store visit, or a purchase. Because driving conversions for these actions is crucial to commercial success, AMPs are quickly becoming an invaluable tool for online business marketing services. A quick-loading website can also decrease your bounce rate and boost your search engine rankings, which can positively impact your bottom line.
Ultimately, the idea of AMPs is to improve the overall user experience for users on mobile devices. “We hope the open nature of Accelerated Mobile Pages will protect the free flow of information by ensuring the mobile web works better and faster for everyone, everywhere,” Google explained in its blog post announcing AMPs. Increasingly, the best internet marketing companies are recommending that companies leverage the potential power of AMPs.
A Valuable Tool for Ecommerce Sites
Twitter, Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe Analytics, and LinkedIn have all integrated AMPs into their sites. Now, AMPs are becoming widely used by ecommerce sites. Over the summer, eBay announced the launch of 8 million AMP-enabled pages, further solidifying the importance of AMPs for online business marketing services.
“This is a very big step forward simply in terms of the amount of traffic we will now see going to AMP files — by far the biggest so far, in terms of increasing overall AMP adoption and traffic,” explained Richard Gingras, Google’s head of news and social products, with regards to eBay.
Over time, it’s likely that Google may decide to favor sites that use AMPs in the future. The capabilities of the pages are ever increasing, and Google is partnering with ecommerce sites like eBay to improve the ecommerce capabilities of the pages, rolling out features like advanced tracking and smart buttons.