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AMP-ing up your eCommerce experience

What you need to know about AMP: what, how and why.

Many marketing managers and brand owners often know of AMP, but not necessarily how it can benefit their e-commerce experience. In order to clear things up and give individuals the chance for their mobile pages to zoom to the top of the SERPS, as well as please their users, we’ve put together this handy guide.

What are AMPs?

AMP stands for Accelerated Mobile Pages. That is, mobile pages that are optimised to be quicker, more SEO friendly and more mobile compatible. In a world where 40 percent of adults look at their phone within five minutes of waking up and 37 per cent checking their phones just before bed mobile is becoming more and more dominant.

People are constantly consuming content on mobile devices and increasingly the top stories and web pages that appear on mobile are AMP pages. To an extent, they were created to this end. They are much faster and possess a network built specifically for speed.  

Originally, AMP was created by Google and Twitter to compete in the mobile market against Facebook who launched their Instant Articles feature. The two competitors realised that in order to compete in the mobile market, especially where news stories were concerned, they needed to develop technology that loaded faster than anything else out there.

How do AMP’s work?

AMP was created with the following features in order to be faster and more accelerated than other pages on mobile.

  • Limited tags: this helps the pages to render faster. With Accelerated Mobile Pages search engines don’t need to file through looking for the relevant information. Limited tags allow AMP to be a slimline version of HTML that loads very quickly.
  • Heavily cached: a website cache is the online equivalent of a short term memory and these AMP pages are designed to be stored for short term. This allows them to reduce server lag and load time.
  • Front end is streamlined: often on web pages, the front end is made to attract attention and can be long-winded and therefore difficult to load. AMP’s work with streamlined CSS to ensure that the front-end code isn’t as heavy.

What are the benefits of AMP?


Using AMP pages helps web pages rank on search engines. Why? Because speed is a ranking factor and due to the above features of AMP’s, they tend to be quicker. AMP’s also go hand-in-hand with User Experience. The quicker the page is, the less likely people are to get bored and bounce – meaning that SEO rankings naturally improve. Generally, the top stories on carousel on mobile will be AMP pages, so if marketers want to boost SEO rankings, looking into AMP is essential.

Better UX

User Experience is essential for SEO, as mentioned. However, successful User Experience is also beneficial as an end in itself. When consumers are happy browsing a site because it loads quickly and is easy to get around, they are more likely to browse for longer and convert. AMP sites not only increase traffic by improving SEO, they benefit User Experience which impacts overall Conversion Rate.

Stay ahead of your competitors

Accelerated Mobile Pages are essential for businesses looking to increase traffic on mobile and improve their user journeys. With AMP’s markets are able to stay ahead of competitors by offering mobile pages that load quicker, provide a better user experience and aid conversions. There’s a lot of benefit for those marketers who are willing to invest the time and effort into exploring the opportunities AMP can provide their eCommerce business.

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