AMP Conf 2018: All You Need To Know About AMP for Ecommerce

by Sajjad Shahid  February 14, 2018

AMP (Accelerated Mobile Pages) conference 2018, a two-day conference focusing on best-in-class user experience, rich animations, and dynamic content started on February 13th in Amsterdam.

AMP for Ecommerce

Key Highlights of the Conference

Its major focus was on building lively web experiences using AMP frameworks that can be used on mobile without altering the page layout.

Previously, Google recommended that AMP pages should be added to all websites so mobile visitors can get better user experience. But now, in AMP 2018 conference, the stance has completely changed. It now recommends users to make fully AMP-enabled websites.

AMP live conference

Screen grab of the live conference

The change in its stance came on the back of developments in the AMP project. It now supports mobile interactions, smooth interface, responsive layouts, and pixel tracking.

Google used the AMP framework as a side project to see if the web developers could make the experience more engaging for the end users. Many companies tested and saw almost 40% increase in page-load time. AliExpress was the first website to have tested fully AMP-based websites.

AliExpress Increased Page-Load Time by 40%

In the AMP conference, its lead engineer, Michael Yeung, said that they slowly started creating their first fully AMP based website at the start of this year. And he revealed:

“After rolling it out [AMP version] to the public, the page load time decreased by 40 percent.”

Mr. Yeung further explained that the pages with the most traffic [pre-AMP], saw 50% increase in engagement. This further led to 4.3% increase in conversions on the overall website.

Zalando Slashes Page-Load Time by 5 Seconds

Similarly, manager of another ecommerce store that tested AMP pages on its website was also present at the event. Ralf Ohlenbostel, SEO Team Lead at Zalando, said that they were excited when the AMP pages feature was rolled out. Since he is lead of the project, he tasked his developers to create AMP page for all the products.

As changing all the pages of the website was a big task, they focused only on the product description pages. They added only a slider, a product detail and description box, dynamic pricing information, color and size selector, add to cart button, and a recommendation engine slider.

The result was a 5 second decrease in page load time. Now the website loaded in merely 0.9 seconds (before the AMP revamp, the website was loading in 6 seconds)

Zalando’s page-load time

Zalando’s page-load time

Why Add AMP in Ecommerce Sites?

Many website owners will be reluctant to add Google AMP to their websites mainly because they are afraid that the new technology won’t survive. This thinking has widely changed after Google adopted AMP in its search engine rankings. Now almost all top stores are getting to AMP. Here is why you should be using AMP for ecommerce site as well.

AMP Icon in Google Searches

Google has officially started adding AMP icons to all its pages that are made using AMP framework in the search rankings. The AMP icon lets users know that these pages are faster and people automatically click on them leading to better rankings and an enriched user experience.

Google searches AMP icon

Google searches now show AMP icon

Increases Engagement

In tests conducted by AliExpress and Zalando, the engagement of users increased because of fast loading of the pages. Zalando even added a recommender engine that loads other AMP pages within the screen that further resulted in increased engagement.

Decreases Page Load Time

AliExpress tests showed that the page speed increases by 40%. This is the fastest page load time they have experienced by changing a framework, according to the engineers.

AMP page load time

Screen grab of the live session – YouTube

Improves Conversions

AliExpress also reported that the conversion rate of the new users increased by 4.3% on the back of the changes.

Makes it Easier To Scale

AMP framework only uses a few elements that makes the whole process lighter. As the pages don’t use more than a few lines of code, they don’t put much load on the servers. This means that only a few servers can handle more visitors, thus decreasing the hosting costs.

Supports Pixel Tracking

You can use the AMP pixel tracking feature apart from the Google Analytics tracking code to monitor the behavior of users on your website. The framework pixel notes button clicks, page scroll, and engagement with social media.

The AMP conference is still live. Tune in at AMP Youtube Channel.

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About Sajjad Shahid

Sajjad is an Ecommerce Community Expert at Cloudways. He loves helping out Ecommerce store owners, merchants and marketers in establishing their businesses and startups. Sajjad enjoys playing table tennis and cricket over the weekend.

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