Updated on January 8, 2019.
Wondering what the benefits of Accelerated Mobile Pages (AMP) are for your business and whether it’s worth it? Well, look no further. AMP is an open-source initiative that aims to improve the web browsing experience by decreasing page load times. While faster web browsing is enticing, it’s not the only reason why website owners are building their mobile pages in the stripped-down format. There are additional benefits that suggest AMP will have a major influence on the future of website publishing.
Before we dive in, if you need to know more about the details of AMP, check out our post, What Is AMP (Accelerated Mobile Pages)? In the post, we explain in greater detail what AMP is and its potential implications for publishers and website owners.
Let’s take a look at the additional benefits that AMP offers website owners and explore some case studies that have used AMP to great success.
1. Growth in Traffic and SEO Ranking
One of the best ways site owners can attract more traffic is to improve the browsing experience, and AMP’s focus on lightweight content does just that. In addition, AMP’s set of standards helps site owners decrease page load time, and in doing so, they improve the user experience and increase the chance of visitors staying on-site for longer periods of time.
Page load time also plays a big role in SEO, and since this initiative is being speared by Google, AMP pages are prioritized in their search algorithms and have a positive effect on search engine results pages (SERP). If two sites rank similarly when it comes to SEO, the one with the most speed gets priority.
How Child Mind Institute and the Times of India attracted more visitors with AMP
When putting together its mobile strategy pre-AMP, Child Mind Institute saw that its mobile site’s load time was about seven seconds. Since implementing AMP, the institute has seen an average page speed of 3.1 seconds and a 2.5 percent growth in new site users.
The Times of India also turned to AMP pages to determine website success. With a progressive rollout, the Times started its process by adjusting a few sections of its site, eventually growing to eight Indian-language sites. Its implementation of AMP saw page load time improve 3.6x, causing 6x more overall traffic.
2. Low Bounce Rate and More Time On-Site
Faster loading pages increase the likelihood that your visitors will stay on your pages longer because the experience is fast and easy. According to a Google study, 53 percent of website visits are abandoned if a mobile site takes longer than three seconds to load. Publishers who implement AMP should see a decreased bounce rate, and potentially a 2x increase in time spent on a page.
How Renovation Brands used AMP to decrease bounce rates
To improve the customer experience on its sites, deliver faster load times, and provide better product visualizations, Renovation Brands implemented AMP. From this implementation, the company saw a 30 percent lower bounce rate on its new AMP pages. For Google Shopping campaign traffic directed to AMP pages, the bounce rate dropped by 56 percent.
3. The Potential for Increased Ad Views
In AMP, the HTML is coded in a way to enhance the overall usability of banners and images. This means there should be a higher ad viewability rate, which can help publishers monetize their sites.
How MailOnline advertising used AMP to drive revenue
MailOnline Advertising took advantage of the usability of banners and images to maximize revenue on its AMP pages. After implementing a strategy to maximize revenue, the site saw a 6X increase in AMP revenue.
4. Being Featured on the Google Search Top Stories Carousel Leads to a Higher Click-Through Rate (CTR)
One of the greatest benefits of AMP is that it showcases pages on the Google Search Top Stories carousel. When users search for content on their mobile devices, the carousel appears at the top of all searches, encouraging them to click this content first. Not only does the carousel benefit website owners with AMP pages because their content is featured first, but it also encourages non-AMP owners to focus on developing pages that are mobile friendly for consumers.
How Wired used AMP to drive higher CTRs
While focusing on page speed was a motivator for using AMP, Wired was really drawn to the ability to be part of the AMP-powered Google Search Top Stories carousel. To succeed with its goal, Wired rolled out AMP pages by first covering all stories published in 2016, then progressing to the rest of its archive. This implementation led to a 25 percent increase in average click-through rates from search results.
The benefits of Accelerated Mobile Pages will continue to stream in…
As more sites continue to roll out their own versions of AMP, you’ll continue to see more data and more benefits as a result of implementing this feature. It’s good practice to stay informed and keep ahead of the curve as AMP becomes more mainstream so that you’re in a good position to capitalize on the associated advantages.
Last modified: January 14th, 2019