AMP

UX Solutions: Determining If Your Website Can Benefit From AMP

In a marketplace where speed often equals performance, staying relevant across device with attention to mobile is critical. That’s why AMP, or Accelerated Mobile Pages has been met with such excitement. Site owners and marketers who want to remain competitive with a focus on user satisfaction must consider an implementation such as the AMP Project.

What is Accelerated Mobile Pages?

The Accelerated Mobile Pages (AMP) Project is an open-source framework from Google consisting of 3 components including HTML, JS, and cache libraries that accelerate load speed for mobile pages.

What Does AMP Do?

The number one reason AMP is so valuable to many is that it speeds up load times. Elements are stripped down but deliver essential content quickly, displaying content that matters but gets rid of all the elements that take a toll on your site’s speed and performance.

From a website usability perspective, AMP is a no brainer for websites, particularly those of publishers and advertisers. A faster website is a more pleasing user experience environment and AMP can delivery just that. As a result, better rates of engagement are enjoyed with lower bounce rates and better rankings.

Publishers must also keep in mind that just because AMP is implemented, engagement is not automatically guaranteed. Content must be interesting, relevant and useful to win with both search engine ranking and AMP components.

Do You Need AMP?

Considering all sides to AMP is necessary in determining if it’s the right fit for a website. In some situations, selecting a group of high traffic or essential pages where speed is important to implement AMP on is the best course of action, particularly if imagery that could be hidden is important to certain pages. In addition, AMP allows for mobile-first indexing which should also be used for high ranking pages. For sites that feature responsive design, AMP is still relevant. In these cases, AMP will only elevate the responsive features of a website.

For sites that feature responsive design, AMP is still relevant. Even though it is not yet a web standard like RWD, the application of Accelerate Mobile Pages will only support and elevate the responsive features of a website.

Vanessa Petersen

As Executive Director of Brand Strategy based in ArtVersion’s Portland office, Vanessa manages both national and West Coast accounts. She brings with her a passion for strategy with extensive experience in creative marketing, brand growth and development. She is a true advocate of storytelling and brand building from the inside out, and her keen knowledge of the marketplace, trend patterns and usability lead her to identify opportunities that can inspire powerful design strategies.

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