AMP And Its Importance

The mobile-first strategy has widespread support from businesses and individuals alike. To say consumers check their mobile devices before purchasing is a tremendous understatement. Mobile internet usage has surpassed desktop usage everywhere in the world. Smartphones are used more than four times as often as personal computers, even in countries like Mexico, Indonesia, and India.

There are 30 billion “mobile moments” daily in the United States alone (when clients examine their phones and anticipate an instant response). As a result, your organization has access to 30 billion mobile opportunities to deliver exactly what customers want daily.

The number of times people use their mobile devices to access media exceeds the amount spent on mobile advertisements.

The time and money needed to develop each platform is shown graphically in this snapshot. Mobile users have a higher expectation of instant gratification, which is why they spend more time browsing than shopping.

What Is Amp? The Complete Guide, Roles and Its Importance

When Using A mobile Web Browser, How Long Do You Usually Have To Wait For Pages To Load Before Giving Up

Google and SOASTA found that if a website takes more than three seconds to load, 40% of users will leave the page.

After a consumer has seen your ad and clicked on it, you only have that much time to keep their attention. Even if your ad were compelling, it would only be useful if your website took longer than that to load. Unfortunately, the average loading time for a retail mobile site is 6.9 seconds, which is over twice as long as the time it takes for 40% of users to abandon the site.

The Impact Of Page Load Time on Bounce Rate

Mobile web page load times are a major factor in the bounce rate. It is important to remember that speed is significantly taken into account in two areas for mobile site bounce rates: DOM ready time and full-page load time.

The first indicator of bounce rate is the Document Object Model ready time, for the browser to receive and comprehend the HTML code for a given page. It doesn’t matter if the user is aware or unaware of when the HTML code is being received and processed; it must be loaded before any page components, such as images, may be loaded. Because it causes the DOM preparation time to increase and prevents a browser from executing the HTML code, JavaScript should be avoided on mobile websites. Certain website elements, such as adverts and social widgets, use JavaScript and must be loaded from another server.

The time it takes for all of a website’s content, including images, fonts, and CSS, to load is the full-page load time.

We Provide An Example of How Page Views And Bounce Rates Are Connected

If you want to reduce the time it takes for a whole page to load on your website, you should work to optimize your images and fonts and avoid using any third-party files that may add unnecessary delay.

Think About These Surprising Data About How Long It Takes For Websites To Load

On average, mobile sites take 19 seconds to load over a 3G connection, with 77% taking longer than 10 seconds.

If a webpage takes an extra second to load, conversion rates drop by 20% every second, as reported by Google. Mobile advertising revenue was doubled for pages that loaded in 5 seconds or less compared to those that took 19 seconds or more. Sixty-one percent of users say they will only return to a mobile site if they have trouble accessing it.

The significance of this needs to be clarified. If a mobile site doesn’t load quickly enough for a user, they will leave and probably never come back.

To avoid this happening to your mobile website, you must AMPlify your mobile website and any subsequent click landing pages.

What Exactly Is AMP

Google launched the open-source Accelerated Mobile Pages program to ensure that mobile web pages load as rapidly as feasible.

The AMP project’s goal is to “create the future web together” by facilitating the creation of web pages and adverts that are uniformly fast, visually appealing, and high-performing across devices and distribution channels. AMP results from the collaborative efforts of thousands of developers, publishers, websites, distributors, and technology companies.

The open-source AMP initiative speeds up page loading times and increases user interaction on mobile and desktop platforms.

Results and adaptability: businesses may choose their IT partners without sacrificing key performance indicators. They are also allowed to select the medium of delivery for their work.

It’s likely that you’ve previously seen an AMP page and were unaware of it. The rapidity with which the page loaded only occurred after you clicked. Sites created with AMP might be marked with a lightning bolt icon on the search engine results page.

If You Want To Know How To Identify AMP In Search Results, Read On

Sites built using AMP load instantly because of the restrictions placed on HTML/CSS and JavaScript. In contrast to conventional mobile websites, AMPs are automatically cached by Google AMP Cache, allowing them to load faster in Google search results. When compared to a regular web page, an AMP page looks like this:

Users have high standards regarding their mobile devices, expecting faster and more meaningful interactions. Using AMP is your best bet if you care about satisfying these requirements.

We’ll detail the inner workings of AMPs and how they enable such lightning-fast page loads.

The benefits of Amplifying your website will be covered, and the book will also feature case studies of companies using AMPs to improve conversions.


HOW DOES AMP WORK: Google introduced its open-source Accelerated Mobile Pages (AMP) framework in February 2016. The framework was created to provide users with a more streamlined and connected mobile experience in place of the typical clumsy and slow one they face.

Google started the Accelerated Mobile Pages project to create a blueprint for optimizing web page experiences for mobile devices. The AMP open-source project is user-centric, well-documented, straightforward to deploy, and a valid table.

In the roughly two years since its launch, more than 4 billion AMP pages have been created over 25 million domains.

The number of AMP sites and the time it takes to load from a Google search have increased since the format’s launch.

Using AMP can improve website traffic by 10% thanks to a twofold increase in average time spent per page. Websites selling products that use AMP show a 20% increase in sales and conversions compared to sites that don’t use AMP.

Using AMP, businesses can create streamlined, clear, and relevant versions of their websites for mobile users to enjoy a faster browsing experience.

Compared to traditional mobile websites, AMP pages have a 35% higher user engagement rate and load around a fourth of the time.

Now that we know why AMP pages are so important, we can look at how they work and compare them to other web development trends like responsive design, Facebook’s Instant Articles, and Progressive Web Apps.

The AMP Triad, Its Role, And Its Importance

AMP pages are built on these three pillars

What Is Amp? The Complete Guide, Roles and Its Importance

Hypertext Markup Language (AMP)

AMP HTML is regular HTML with a few tweaks to improve speed reliably. The HTML element aids in the discovery of AMP sites by search engines and other platforms. Most of the tags in AMP HTML are equivalent to regular HTML tags. However, for some elements, AMP has its equivalent. Custom tags, known as AMP HTML components, streamline common tag patterns’ performance.

You have the option of providing both an AMP and a non-AMP version of your page.

Maximum Performance JavaScript

Using the AMP JS library, you can rest assured that AMP HTML sites will load quickly. The JS library incorporates all AMP’s highest performance standards, ensuring a fast page rendering by utilizing techniques such as inline CSS and font triggering. Using this, you may manage the loading of resources and access the specialized HTML components.

With AMP JS, all external resources may load in the background without interfering with the website’s internal processing. The JS also does a sandbox on all frames, calculates the layout of each page element before loading resources, and gets rid of clumsy CSS selectors to boost efficiency.

Save AMP In A Cache

The AMP Cache, a proxy-based content delivery network, is used to transmit all valid AMP documents. The Cache automatically retrieves and caches AMP HTML content to improve page load times. When a user requests an AMP HTML page, the cached version is sent via the Google AMP Cache.

Maintaining One’s Current Level of Productivity All images, as well as the HTML and JS files, are fetched from the same origin using AMP Cache over HTTP 2.0.

With AMP Cache’s in-built validation mechanism, you can be certain that your website will always load quickly and correctly without depending on any external resources. The assertions made by the validation system determine whether the page’s markup follows the AMP HTML guidelines.

A distinct version of the AMP Validation System is available on each AMP page. This updated version logs validation errors directly into the browser console as the page is loaded, so you can see how even the smallest tweaks to your code may impact performance and the user experience.

Three core AMP features work in tandem to speed up page loads. The next section focuses on the seven optimization tactics contributing to AMP pages’ fast load times.

To My Knowledge, JavaScript Is Not Being Executed Asynchronously Via AMP

JavaScript may affect every page part, prevent DOM construction, postpone page rendering, and slow down page load times. To avoid delays in page rendering that JavaScript might induce, AMP only allows asynchronous JavaScript.

No author-created JavaScript exists on AMP sites; special AMP components handle all interactivity. These AMP components may contain JavaScript while being developed to prevent performance degradation.

Despite AMP’s support for iframes containing third-party JavaScript, such scripts cannot be disabled before the page is shown.

The page must notify the AMP system that it will eventually contain a custom tag to avoid page slowness when using a custom script. Then, AMP creates the label that is required. For instance, AMP will create the iframe box without knowing its contents if the amp-frame tag indicates that an amp-iframe tag will be present.

Creating AMP pages is a great solution if your mobile site’s bounce rate is high and your visitors need to stick around because of slow page loads.


Using optimization techniques, the AMP framework boosts website load times and provides users with a fantastic mobile experience. Creating AMP advertisements lets you direct visitors to optimized, fast, relevant post-click landing sites.

Instapage is the only post-click landing page platform that allows you to create mobile-friendly AMP-compliant post-click landing pages. AMP-created landing pages scroll fluidly and load almost immediately after a click.

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