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Hot Topic – AMP

According to research ‘50% of web users expect a site to load in 2 seconds or less.’ If it takes more than 3 seconds to load, people tend to abandon their attempt to access the site. I have been guilty of this myself. Ultimately, this has damaging affects on your conversion rate, and is something can can be simply prevented. Bounce rate negatively affects ranking. As ‘79% of web shoppers who have had trouble with a website loading said they wouldn’t return to the site again.’ So you are most likely losing the customer for life.

In digital, the need for speed is real. We have all been put off when a video our friend has sent or something we have been tagged in Just. Does. Not. Load. Quick. Enough. Urgh! What an inconvenience.

It is essential that your business is, at a minimum, optimised for mobile. It needs to be mobile friendly. Furthermore, it needs to be AMP. What does this buzzword in digital mean at the moment? It stands for Accelerated Mobile Pages. The best example currently is in news related sites. Represented by Harry Potter’s signature scar symbol, AMP pages have a blue lightning bolt. And for good reason, as they load at lightning speed.

Google aims to standardise this across the web and to AMP up the speed of every page so that it loads instantly. No more lag. This will maximise revenue as reportedly ‘conversions fall by 12 percent for every extra second a web page takes to load.’ AMP pages typically load in under one second, helping bounce rates and giving users the best experience available. The AMP Project is an open-source initiative aiming to make the web better for all. ‘The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.’ Platforms such as Google, Pinterest, Bing, and Twitter all link to AMP pages, creating a supercharged discovery experience for users. For E-Commerce websites can consistently maximise sales by offering the fastest user experience available.

To find out more about how you could be using Accelerated Mobile Pages, Contact KMG today or ask your Account Manager.