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5 AMP Myths Demystified

5 AMP Myths Demystified

Since AMP launched in 2015, it’s taken the internet by storm. Now, billions of pages across the web use AMP to load lightning fast. But while millions of domains use this framework for all the benefits it provides, various misconceptions have also cropped up about its capabilities.

We’re here to demystify a few AMP myths.

Myth #1: AMP doesn’t work well for ecommerce websites.

Reality: AMP increases page speeds, which can help ecommerce sites boost conversions.

AMP launched as a joint initiative between Google and various tech and media companies. While media publishers were some of the first adopters, other brands have since started converting their HTML pages to AMP. This includes ecommerce sites.

Why? Online consumers have high expectations for their mobile shopping experience. According to Neil Patel, even just a one-second delay in page response can cost you a 7% reduction in conversions. Those are serious consequences for ecommerce sites making millions of dollars in profits every year.

If your online store is hosted on an ecommerce platform like Shopify or BigCommerce, they have various plugins and themes available to help you make your site AMP-compatible.

Myth #2: All AMP pages must be associated with a non-AMP version.

Reality: You can pair an AMP page with an non-AMP page, but it’s not necessary.

You can also build your entire site using AMP. If you do, you won’t need to worry about canonical linking to your HTML page or maintaining both versions.

However, many sites use a combination of both HTML and AMP pages or no AMP pages at all. If you do want to create AMP versions of your web pages, you can add canonical linking to your HTML pages to declare which version is preferred when multiple pages include similar content.

So what does this mean? Say you run a popular cooking blog. If you write a blog post that details how you made gluten-free lasagna, the regular HTML version and AMP version might have similar content (e.g., the recipe), but you may present the information in different ways.

Since the HTML version is likely more robust, it would be the “canonical” page and you’d pair the associated AMP page with it.

Myth #3: AMP is only optimized for mobile.

Reality: AMP is responsive and built to function well across all screen sizes.

When AMP first launched, it stood for Accelerated Mobile Pages. Since then, it’s shed the longer title and is now just AMP.

That’s because while AMP focused on optimizing mobile web pages at first, over the years it has expanded to improve web pages on desktop and tablets as well. Now, they offer various responsive design features that work well on all screen sizes.

Check out this video to learn more:

To showcase what AMP-responsive designs look like in real life, check out The Guardian’s article on “Trekking Holidays in Patagonia.”

Myth #4: AMP pages have limited design capabilities.

Reality: The AMP-HTML framework includes various components that support custom designs and interactive elements.

As you may know, AMP is an alternative framework to HTML that strips away the code that makes a website robust on a desktop but is unnecessary in a mobile environment. However, that doesn’t mean it’s boring.

While it includes some restrictions to ensure reliable page performance, you can incorporate custom elements called AMP components. These help you build rich content beyond the basics to customize your site. This includes top components like YouTube videos, web notifications, and AddThis Share Buttons.

You can even build robust interactive experiences like AMP stories on your AMP site. Check out how BMW uses this popular component to give visitors an inside look into their company.

Screenshot of BMW web page featuring AMP stories.
(Source: BMW)

Myth #5: AMP pages take a long time to build.

Reality: With templates and plugins available, building AMP pages can be a streamlined process.

According to AMP, it takes about a week to develop an AMP page from scratch for the majority of use cases. Depending on the type of page you’re building, time required and difficulty level will also vary.

To help streamline the development process, the AMP community has put together a variety of templates for public use.

Additionally, if your website is hosted on a popular platform like WordPress, you can use an AMP plugin to quickly make your website pages compatible. We wrote a post about it that details how to install it.

Screenshot of AMP Plugin for WordPress.
(Source: WordPress)

Beyond the Myths

Like an episode of MythBusters, we’ve debunked some of the most common AMP myths and misconceptions. Equipped with the right information, you’re now ready to dive in and start building your AMP site. Not sure where to start? Check out our ebook The Ultimate Guide to AMP. We partnered with industry leaders AMP, Cloudflare, and SparkPost to put together everything you need to know.

Have you heard any other AMP myths that you found to be untrue?