In 2015, a new open source protocol was introduced called the Accelerated Mobile Pages (AMP) aimed at faster loading of mobile content across different platforms. Step back in time to 2015 and you will see that in 2015 about 64% of Americans began to rely on their mobile gadgets to access online services and information. However, about 48% of those who used their mobile devices to access the Internet admitted to having to shut off their phone because of the high cost of maintaining the Internet service. One reason for the high cost was the slow loading process.
Based on several studies on e-commerce, a website could potentially lose $2.5 million in sales for every second of loading delay while for every second of improvement in loading there is a 2% conversion increase and lower bounce rates. As for SEO, AMP indirectly improved performance in terms of ranking.
When AMP was launched, expectations were high but a month later, there were complaints of technical glitches. These glitches were addressed in 2016 and viola! Something amazing has happened and is expected to blossom even more in 2017. Just look at what AMPs were able to do:
- AMP listings have spread to organic mobile results
- 53% of Internet users will drop a site that fails to load fast enough
- Some of the websites that have the AMP format include eBay, WordPress, Reddit, Pinterest, and Google
- Gizmodo reports that 80% of their traffic coming from AMPs are visitors and they enjoy a 50% impression increase
- Washington Post says that they have a 23% increase in returnees among mobile users – and they come back within a week
- Traffic that comes from AMP pages spend an average of 10% more time compared to those from regular mobile pages
AMP will be able to improve your viewability rates, lead to better engagement, and result in higher eCPMs (effective cost per mile) compared to traffic from non-AMPs. And why not when AMPs can improve loading time by 4 times while using about 10% less bandwidth.
Also important is the fact that Google has made mobile search top in its indexing. A typical Internet user would be lost without a mobile device. In fact, the average user starts connecting on the mobile device within 5 minutes of a walk, as the go-to device when shopping, and to check on incoming notifications and emails. This makes it impertinent for quick and efficient loads with mobile devices