What is AMP?
Page load times are a primary factor in bounce rates. After three seconds, 40% of your users just bounce to another site. It’s much harder to deal with performance issues on mobile devices, because every user has a different device, data plans sometimes throttle speed, and you work with smaller screens. You need code and GUI layouts that work directly with mobile devices, and it’s an additional layer of testing and deployment that you need to work with.
When you work with AMP pages, you add several advantages to your store. You lose some functionality, which is a disadvantage for more advanced apps but the lost functionality can usually be changed to still offer a good user experience with alternative features.
Advantages of AMP
In addition to faster speeds, AMP gives you several other benefits.
Open a browser on your mobile device and do a search for anything. Search Google for your favorite topic. Notice that search results include a carousel at the top that you can flip through and choose different sites that offer information on your chosen topic. The sites you see in the carousel use AMP. The Washington Post claims it received an 88% improvement in load times and a 23% increase in mobile traffic due to implementation of AMP.
With faster pages, you reduce bounce rates. Bounce rates are calculated when a user opens a page on your site and does nothing else to trigger an additional Google Analytics event. Most site owners consider a bounce only when a user leaves the site, but this isn’t true. A user can click an ad or sign up for a newsletter and then leave your site. This would not be considered a bounced user.
Conversion rates are also better with AMP. More users are using mobile devices to shop for products, so having an ecommerce store that caters to these users should be a primary concern. With AMP, because your site is faster and more mobile-friendly, you increase conversions since your visitors will find products faster and easier.
All of these advantages add up to better user engagement. With better user engagement, you have the opportunity for improved revenue. Ecommerce store owners are always looking for a better way to improve revenue and earning an increased ROI. AMP is just one change that you can do to improve aspects of your site statistics including revenue.
A Few Disadvantages of AMP
As with any new technology, it includes some cons that you should consider. You could lose features on some of your pages. Every page needs its own Google Analytics code, and you must roll out AMP on every page on the site. If you lose functionality, then you need a developer to redesign and figure out a workaround for the lost features.
The custom Google Analytics code can interfere with any other analytics code that you have on your pages. The Analytics code should be heavily tested before you deploy it to production.
Finally, if you have ads on your site, AMP is not ad-friendly. Ad-heavy pages are considered user unfriendly, so it’s best to remove them for mobile pages. Ads that completely block UI controls or interfere with functionality could have your AMP pages removed from Google.