Do you like immediate gratification? If you answered yes, the Accelerated Mobile Pages (AMP) Project should delight you. The Google-backed, open-source initiative was conceived to streamline and accelerate performance on the mobile web. You know you’re reaping the benefits of a speedy experience when you see the AMP symbol – a lightning bolt encased in a circle.
According to Google’s Vice President of Engineering David Besbris, Accelerated Mobile Pages offer many benefits. Pages load four times faster and use ten times less data, compared to non-AMP pages. On average, AMP pages load in less than one second. Publishers experience 90 percent higher click-through rates and 80 percent higher ad viewability rates.
As of Feb. 24, Search Engine Land reported nearly 6,000 developers from 33 countries had joined the initiative, with 1,200 code submissions and 46 releases. At the onset, Google integrated AMP listings into its mobile search results. News publishers were the first to adopt AMP with many other industries following closely behind. Developers can now implement an AMP plug-in on WordPress sites.
Forrester Consulting reports 40 percent of customers abandon a page if it takes longer than three seconds to load. AMP streamlines and accelerates the performance of the mobile web, enhancing user experience and delighting eager searchers across the globe. Business owners are able to make instantaneous connections with customers in need of information and ready to make a purchase. It’s a win for both publishers and consumers alike.