Could AMP Give Your Site a Competitive Edge? | Mann & Co. Inc.

Could AMP Give Your Site a Competitive Edge?

Could AMP Give Your Site a Competitive Edge?You’ve likely come across AMP doing a Google search and wondered if you were lost until you quickly found the content you needed. Accelerated Mobile Pages (AMP) is a Google-supported open source project that offers resources to help developers optimize their landing pages for mobile speed.

AMP pages load four times faster than regular pages. This increase in speed boosts engagement rates as well as ad performance. Should you include AMP in your mobile optimization strategy? Can you use AMP to gain a competitive edge in searches?

AMP Leads to Higher Click-Through Rates

When BMW switched to AMP, their site experienced a 30% higher click-through rate and a 26% boost in mobile users visiting. It was well worth redesigning a few functional capabilities and style elements to gain this increase. You want your regular website and AMP pages to remain brand-consistent. How that affects your site:

  • HTML – It switches up the current HTML of a page into a simpler one which offers custom AMP-related commands.
  • JS – Through this Javascript particular for mobile pages, it loads all outside resources in controlled amounts to stop the risk of server overload from retrieving multiple commands all at once.
  • CDN –  It stashes the elements from “AMP-ed” pages of the same kind in your browser for quicker delivery.

Users who must access a site stat are going to visit via mobile and will be more likely to click on ads with high search rankings.

Offers a Better UX

Customers in a rush still deserve a quality experience. Faster loading pages on cellular and other mobile devices help those who are in a hurry and may have a limited connection. When you improve your website’s user experience, you give your customers an improved impression and brand experience.

Gives You a Better Site Engagement

Visitors are more likely to stay on the website and click-through to other pages, better engagement. Also, AMP pages are perfectly designed to help users to move through marketing funnels once they hit the landing page.

Removes Graphical Aspects and Some Functionality

AMP may require a developer with extensive experience in switching your website over. Templates without flexibility can make it difficult to conform to the requirements of AMP.

AMP requires a limited version of CSS, so you can’t utilize the exact style elements on your existing site. You’ll need to reformat video content and images to conform further.

You can’t use Javascript, which limits some functionality. Pop-up live chats, image sliders, drop-down menus, and forms may not be supported. That may be a deal-breaker for your brand. However, AMP does offer significant resources to retain functionality while meeting AMP requirements. While you can’t use Javascript tracking codes, you can take advantage of AMP alternatives.

Custom Retargeting Not Available

Custom retargeting helps you send retargeting ads to visitors that remain on your site for at least thirty seconds. This is done through retargeting pixels that utilize Javascript. Since Accelerated Mobile Pages don’t support Javascript, custom retargeting is not an option.

Should You Implement AMP?

To decide if you should implement AMP, decide upon your priorities. Implement Accelerated Mobile Pages if that means getting content to your audience in the quickest way possible. However, meeting AMP conformities aren’t without their difficulties. The benefits are significant, though.

A study reveals that every single second matters when it comes to online publishing. A second-long delay in loading speed can affect conversion and engagement rates.

According to comScore, 65% of users rely on mobile devices as their go-to browsing option. Desktop usage continues to reduce over time. So, page speed for mobile devices proves to be more critical to determine rankings. AMP could give your brand the edge it needs in conversion and engagement, especially if you rely on organic search.