What the heck is... an Accelerated Mobile Page?

9th May 2019
What the heck is... an Accelerated Mobile Page?

Have you ever loaded a website on a mobile device and thought to yourself “this feels slow and clunky”?

You’re not alone.

Slow websites reduce the number of sales a business receives from their website. Likewise, the number of users visiting a website decreases when a web page doesn’t load within an acceptable time. The BBC found that for every additional second their website took to load they lost 10% of users.

Through specialist digital marketing services like SEO, business owners rely on third-parties to continually optimise their website to drive new customers and satisfy the user intent, placing a large focus on speed.

But you can’t satisfy a user with a slow website.

Accelerated Mobile Pages (AMP) aims to solve this by rendering a simplified version of the website for smaller (generally mobile) devices. The idea is that the website can load almost instantaneously, thus boosting conversion rates and user satisfaction.

Which sounds great… but they come at a cost.

AMP’s don’t support as many elements as a normal web page. This can sometimes limit what you can do. Common elements like videos and images are fine, but when it comes to custom functionality, a standard page is still the best way to go.

Our verdict

Accelerated Mobile Pages are great for doorway content pieces, such as news articles and blog posts, as it allows the user to access the content quickly and then, through carefully-crafted CTAs, be driven to the main website. Boosting conversion rates and user satisfaction all-in-one.

At AtomicMedia, our digital marketing team make use of AMP on content-heavy websites, as it offers a significant opportunity to provide long-term satisfaction and growth for a website.