Accelerated Mobile Pages: Why AMP will develop competitive advantage

Page speed can demoralise and excite in equal measure.

A fast website, a happy customer. A slow website, a disgruntled visitor. Not least a mobile visitor.

Data suggests the key to a successful Internet business, particularly for e-commerce, is a fast page load. After all, it’s conceded that if a page load absorbs anything more than three seconds, conversion rate drops. Dramatically.

According to Kissmetrics, nearly half of consumers expect a web page to load in two seconds or less, and 40% abandon a web page if it takes more than three seconds to load.

The simple conclusion is that, as a business owner, if your website is loading fast, visitors are happy, and more of them become customers.

Although, is it all that simple? From experience, optimising image-heavy websites and gaining a consistently fast page load is not as easy as it sounds. There are various factors, lots of which are technical and rely on a willingness to invest in a comprehensively responsive server, too.

For many, the emergence of Accelerated Mobile Pages is a game changer.

The early signs are positive. AMP sites are allegedly four times faster than mobile sites without it, and 90% of publishers are experiencing higher click-through rates, according to Google.

AMP sites, or pages at least, should in theory provide a better, faster experience for users and as such Google’s response could go a way to improving organic rankings.

It was initially geared up towards publishers and news outlets, rather than online retailers. But the latter are starting to catch on and adjust, too, with the likes of Ebay stepping up to it.

If you are not all over AMP, you are missing a trick. AMP is not the easiest to introduce to a complex website with thousands of pages, as it requires adding markup to source code. But if your developer or agency don’t have it on the top of their Trello board, they won’t have your business ahead of the curve.

Alternatively, smaller businesses or those without the hand of an agency should look into a plugin, like this for WordPress. It’s not the most sophisticated of ways to implement AMP, with essentially no customisation options and a hassle setting up tracking code, but start to make these changes now and your business could soon reap the rewards.

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