The Google AMP Project and its Benefits

The Google AMP Project and its Benefits

Authored by Ameex Technologies on 26 Oct 2018

For those of us who don't know, the Google AMP project stands for Accelerated Mobile Pages and is an open-source website publishing technology that aims to improve the speed and performance of web content. 

Announced in late 2015 and launched in early 2016, Google's AMP Project addresses a growing trend. If in 2009, only 0.7% of web traffic came from mobile phones, in 2018, that number skyrocketed to over 52.2%. It means that more people use mobile devices than PCs when browsing the internet.   

The Technology Behind the AMP Project

Open Web Format - AMP pages are being published on the open web, which means that they can be displayed on most browsers. 

AMP Framework - The AMP framework is made out of three main components: AMP HTML, AMP JavaScript, and AMP caches. The majority of AMP pages are delivered directly by Google’s own AMP cache, but companies can also support their own AMP caches.

Third Party Integration - As long as they comply with the AMP Project specifications, any individual or organization can build their products and features. 

Performance - Regarding performance, Google officially reports that AMP pages usually load in less than a second and use ten times fewer data than their traditional, non-AMP counterparts. 

The Benefits of AMP

Higher Engagement Rates - Since most AMP pages load in under a second, the audience that accesses them will receive what they were looking for the moment they requested it. As a direct result, they will be more engaged and receptive towards what that brand has to offer, and are likelier to respond to your calls-to-action.

Higher Conversion Rates - Amazon calculated that webpage load slowdown of just one second could price it $1.6 billion in revenue annually. AMP pages offer users a faster connection and, thus, a more enjoyable customer journey. It is a scenario where every second counts.  

Better Flexibility and Control - With an AMP format, you can still use CSS to customize, dynamic data to gather information, and A/B testing for experimentation, allowing you to provide the best possible experience for your users. 

Less Complexity - Building AMP pages are intuitive and straightforward. Likewise, converting an entire archive will only take days, instead of weeks. What's more, those tasked with this procedure do not require any unique AMP skills and do not have to worry about any future optimization. 

Higher ROI - The beauty behind AMP pages is that they are built only once and can be distributed across a large number of platforms simultaneously. It means that you can create your landing page, adds, or web content once and use them everywhere without the combined effort of restarting the procedure. 

AMP and Financial Services

AMP has been embraced in many industries, but nowhere more so than in finance. As this sector has some unique features such as its commercial relationships and commission structures, AMPs provides some additional benefits. 

For starters, among AMP's security features, there is also the elimination of pop-ups, which were shown to have adverse effects on both customer experience and security. As a consequence, many Fintech companies are looking forward to and utilizing the positive elements of the ecosystem that AMPs create, embracing the highly-structured environment as a means of creating more engaging websites. 

If you wish to learn more or grow your company by using these Accelerated Mobile Pages (AMPs), contact us directly and ask for a personalized solution.