Accelerated Mobile Pages

By Ken W. Button,
February 17, 2019
Home | Accelerated Mobile Pages

What are Accelerated Mobile Pages?

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.

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AMP can be implemented one of two ways

  1. Every page of a website is made entirely in AMP. (canonical AMP like this website)
  2. An AMP page is created for every Non-AMP page of a website. The Non-AMP page(s) will contain links to their respective AMP versions within the code's meta data.

Why you should consider using AMP

Better Website Results

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. Squiller & Hamilton, LLP ditched their WordPress website for an all new Cloud Radix developed canonical AMP website in the fourth quarter of 2018. Previously, they were getting zero (0) lead submissions through their website. Today, with the new AMP website, they are averaging 8-12 lead submissions for legal work each and every month. Watch the short video clip below to see their all new website and the objective third party website quality audit performed using Lighthouse. The Lighthouse website quality auditing report shows how well AMP performs and how seriously we take website quality at Cloud Radix.

Accelerated Mobile Pages website example by Cloud Radix

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.

The web didn't anticipate mobile; the problem & solution

Back in early to mid 90's, websites were made for desktop computers that connected to the web with dial up. Back then, developers were careful to stick to links with the occasional thumbnail photo. Yet despite the slow Internet speeds, the web was fast.

By the early 2000s, broadband speeds gave developers the 'green light' to build more media driven websites. By 2006, technology called "Web 2.0" made it possible for web pages to update in areas of the page without having to refresh the entire page. This technology meant the web page was now making calls often from the user's browser back to the website server - even after the page had loaded. But, with broadband and desktop useage, these changes were not a problem.

But then, in June 2007, something happened the web did not intend; the iPhone. The iPhone was a new kind of mobile phone, it could surf the web with a browser. It didn't take long for iPhone users to realize, though, the web wasn't ready for iPhone browsing. Over the next several years, many website developers began building so called 'mobile friendly' websites. These new 'mobile friendly' websites were predominately a means of taking the already built desktop website and changing the layout for mobile users. By 2013, Google was placing 'mobile friendly' next to search results for those websites that changed their layout based on screen size. Mobile friendly websites looked and functioned better on mobile devices, but by and large, there still existed a major problem with performance.

The AMP Project was launched in 2016 to make the web better for everyone, regardless of device or network speeds. Today, the majority of national and regional news organizations have already made the switch to AMP. In contrast, most medium to small businesses have not made the switch.

Why small businesses haven't swtiched to AMP websites yet

Most businesses are unaware of the potential benefits of a website that focuses on great user experiences. Unfortunately, most small business owners have grown accustomed to the consequences of a website with a poor user experience in the form of poor ROI. To complicate matters, most businesses use desktop computers with high speed Internet connections and or high speed WiFi when they visit their website. The website is often cached on their mobile phone so even when they do check it in 3g network situations, they see no problems. And, it's been our experience that most businesses evaluate their website by appearance only. Websites should be designed and developed with the goal of putting the user first. Putting the user first means making user data driven decisions from start to finish. The quality of a website should be measured with third party objective auditing tools and by executing a well structured website measurement plan.

Business owners rely on their website developer

The majority of web developers in the US are unaware of AMP, aware of AMP but haven't studied and trained to build in AMP yet and/or are playing the Luddite role of sticking with what they know.

Business owners and developers who do not make the switch to AMP are disregarding extensive user data regarding mobile web use. For those who make decisions based on data, an AMP website is a must.

AMP Website Provides Opportunity for Business

Although the big companies have already made the switch to AMP, it's still scarce in most small business sectors. Progressive businesses have an opportunity to future proof their website, get ahead of their competition, increase traffic to their website and increase conversions now, before AMP websites become the norm throughout the world wide web. AMP websites offer the rich multi-media website experiences we all want, regardless of device or network connection speeds.

Fort Wayne AMP Website Developer

Cloud Radix developers have been building and deploying Accelerated Mobile Pages websites since the AMP Project was launched in 2016. We maintain up-to-date knowledge of all AMP related standards, updates and news. We have many AMP website solutions deployed on the web for your review and testing, including this website. We have many happy customers who'd happily provide referrences regarding their AMP website results and experiences with our team. If you're ready to upgrade your website to AMP, contact us using your preferred method below:

Discuss Project 260.577.3009

Next step is a Progressive Web App

AMP websites can be improved by making them a Progressive Web App (PWA). Progressive Web Apps are a website and mobile app in 'one'! PWAs are websites taken to the absolute highest level of quality using the latest web standards and technologies today. Provide your users with features and functions that used to require a mobile app, such as push notifications, offline use, full screen mode launched from an app icon on your users homescreen and much, much more. Learn more about Progressive Web Apps (PWA)

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