A guide to Google’s accelerated mobile pages

According to Google, “every additional second of landing page load time represents a 20% dip in conversion rate”.

This can massively impact performance and needs to be addressed sooner rather than later, as mobile has become increasingly prominent in our daily lives. So, for all advertisers out there that are still not concerned enough with their landing page load times, it is time to put measures in place to address this.

The growth of mobile does not seem to be slowing down in 2018, so optimised mobile landing pages are essential. Google’s AMP feature – Accelerated Mobile Pages – has been designed with this in mind.

What is AMP?

AMP stands for Accelerated Mobile Pages and is a project backed by Google that aims to speed up the delivery of web content to users.

AMP allows advertisers to build web pages that will render a lot faster in Google search than on non-AMP web pages.

Currently, AMP is used by websites such as Twitter and Pinterest, as well as on Google search by news agencies.

Benefits of using AMP

AMP is designed for speed, therefore browsers have an easier and faster time interpreting AMP HTML versus traditional HTML.

Another benefit of using AMP is that these can be served directly from Google AMP cache. This makes the page speed a lot faster, as Google will always choose to serve the cached copy of a landing page, as this is the fastest to load. If for some reason the cached version cannot be served, the AMP landing page will load from your web server. Although this is not as fast as, using the cached version it is still faster than the average non-AMP landing page.

How long will it take to build an AMP?

As AMP landing pages are built using standard web technologies, it is very easy to create these based on the advertisers’ existing development workflow. Many developers are able to build AMP versions of web pages in just a week.

To sum up

With the above in mind, it’s time to start thinking about building AMP web pages – not only to ensure your web page load time decreases, but also so you don’t miss out on all the potential opportunities this will unlock. It is important to look at the overall user journey and take into consideration what an extra few seconds in load time could mean to your overall strategy, regardless of how great your marketing strategy may be up to the point of the click.

So go ahead and become an AMP advocate today – it could make the difference in your year-on-year growth! For more information, or to speak to one of the team about making the switch, contact us!

by Juliana Faustino
18 April 2018



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