How ecommerce can increase conversions with AMP

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
8 min read

An easy, visual guide to assist you implement AMP for ecommerce to improve conversions

E-commerce is focused on creating an incredible shopping experience online for visitors with the intention to getting them to click, convert, and be a person.

With changes in consumer shopping behaviors, online brands experienced to regulate how they market to potential customers, and also the user experience, to make sure a satisfying experience.

The largest change has result from the adoption of mobile technology.  
There tend to be more than 4.9 billion people globally utilizing smartphones, representing around 66% of the world’s population.

Global Digital Snapshot

And by January 2017, cell phones accounted for 50% of internet traffic. That’s a 30% increase from this past year alone.

Global Digital Snapshot 2

That growth has triggered a dependence on more streamlined mobile shopping experiences, however, not all brands made the jump immediately. Without mobile-optimized sites, mobile users were experiencing high site loading times and having difficulty obtaining the information and items they wanted while on the phone.

That’s where Google stepped in.

In 2015, Google launched its Accelerated Mobile Pages (AMP) framework to create webpages that load considerably faster on cellular devices. It had been created being an open source initiative that could allow publishers and online brands the opportunity to ramp up the strain speed and reduce wait times for internet surfers.

This sort of optimization had been attainable with the proper developers readily available, however, not all brands have the resources with the capacity of intensive remodeling of these sites to be able to have a tendency to the mobile experience.

Why AMP is Important

With AMP, everything boils down to speed.

Search engines like Google survive by the positive experiences of an individual who can discover the information they want/need quickly, without long delays. It’s within their best interest to ensure the user gets the best experience.

That’s why site speed was added as a ranking factor. If your website takes too much time to load, as well as your customers are bouncing, you’ll likely note that negatively impact your organic search visibility.

For online brands, you not merely desire to protect your organic search rank by developing a fast-loading experience, embracing AMP also improves conversions.

Check out the figures from this infographic shared by Kissmetrics:

Kissmetrics Infographic

The full data on the infographic reveals several key things.

The big one is that roughly 44% of mobile users expect a niche site to load as fast as a desktop experience or faster. When that performance drops and you also don’t meet expectations—do you know what?

Prospective customers bail and could not keep coming back.

Kissmetrics Infographic 2

What’s worse is that for each delay of just one single second in your load time you have a 7% hit in your conversation rates because visitors start bailing.

If the average rate of cart abandonment is approximately 68%, imagine how that might be climbing in case a large part of your audience is on mobile as well as your site loads so slow they get impatient and leave.

Cart Abandonment Statistics

How Accelerated Mobile Pages Are Implemented in E-Commerce

The visitors on your own site result from a variety of landing pages, from your own homepage to product and categories, and also blogs. While it’s vital that you optimize the visitor’s shopping experience, it isn’t essential to implement AMP on every page.

Instead, consider the visitor flow during your site so that you can visualize your customer journey or funnel and employ AMP at tips through the procedure.

This is essential because AMP depends upon simplified JavaScript and CSS and can limit or restrict various other CSS and JavaScript, such as for example no iframes and too little support for JavaScript library such as for example those useful for loading reviews.

The simplified framework of AMP is what allows pages to load quickly. Paul Shapiro lays out the three components of this framework in his post for INTERNET SEARCH ENGINE Land:

  1. AMP HTML: A subset of HTML, this markup language has some custom tags and properties and several restrictions. But if you’re acquainted with regular HTML, you ought not have a problem adapting existing pages to AMP HTML. For additional information on what it differs from basic HTML, check out AMP Project’s set of required markup that your AMP HTML page “must” have.
  2. AMP JS: A JavaScript framework for mobile pages. Generally, it manages resource handling and asynchronous loading. It ought to be noted that third-party JavaScript isn’t permitted with AMP.
  3. AMP CDN: An optional Content Delivery Network, it will require your AMP-enabled pages, cache them, and automatically make some performance optimizations.

If you utilize a content management system this type of WordPress and Magento, or e-commerce platforms like Shopify, you will find third-party plugins.

Rocket AMP

There’s the official WordPress plugin for AMP available on GitHub that you’ll upload exactly like any WordPress plugin.


Key Benefits and AMP Element Implementation in E-Commerce

With the limitations of AMP, you won’t have the ability to utilize it where you have things such as form elements and third-party JavaScript, but you may still find a lot of opportunities for utilizing AMP in e-commerce through the entire customer’s shopping experience—not in the checkout.

If you’re still uncertain how or where you can use AMP on your own e-commerce site or how it might benefit you, below are a few types of AMP implementation.

Reduced Bounce Rates To Site Pages

Remember the bit above about how exactly slow load times could make visitors bail on the knowledge? That impacts your bounce rate that is among the many ranking factors. Among the major great things about AMP is reducing that bounce rate since mobile users are likely to save money time on your own site, and view more content.

So that secondary advantage of improving load times is really a bump in visibility. Your website will rank much better than similar sites without AMP implementation.

Look at the two versions of the page to observe how content is trimmed for efficient loading:

Mobile Vs AMP Version

Improved Click-Through Rates in SERPs

One way Google lets users find out about an optimized mobile experience is by using the AMP symbol. Whenever a site has implemented AMP, the algorithm will display this symbol within the serp’s.

AMP Symbol

This symbol might help your content stick out in the serp’s, as soon as more consumers commence to notice that AMP content loads faster they’ll become more more likely to continue searching for that content in the serp’s.

Media Rich Page Optimization

Customers are likely to land on your own homepage as well as your category pages, but product landing pages or product detail pages may also be a possibility exactly like any page on your own site.

If you’re linking to or grabbing referral traffic on media-rich pages it is possible to implement AMP on these pages to boost image load time along with how video is handled on mobile. Like images, there exists a custom AMP tag for locally hosted videos in HTML5 called amp-video.

However, if you’re using videos hosted on YouTube like many online brands due you then would use another component called amp-youtube.

For other image-handling needs, AMP also offers support for slideshows using amp-carousel as well as lightbox support with the amp-image-lightbox tag.

AMP Carousel

These can greatly enhance the load time for homepages and category pages that often support the most content and become the most typical landing pages for visitors.

Handling Detail Rich Pages

Any extra content does take time to load, even though it’s just text. For those who have detail-rich product pages or information pages you may use the amp-accordion element to condense information until a visitor demands it when it expanding the accordion or section.

AMP Accordion

Not only with this particular increase load time nonetheless it improves visitors experience by permitting them to only load or ‘jump to’ this content they’re specifically thinking about.

CSS selectors could be even used to create the accordion element.

Customized Shopping with AMP

Conversion rate optimization should be considered a priority for e-commerce brands, however, not at the trouble of an individual experience, load times, etc. One always benefits another. Thankfully, no sacrifice needs to be made.

The amp-access element can be utilized to customize this content proven to users in line with the status of an individual, such as for example if they’re logged in or not. This enables one to personalize the shopping experience (which can improve conversions) while also trimming the strain time for mobile users.

Conversion Optimization and User Experience Testing is Supported

With conversion at heart, you won’t need to sweat the simplification off CSS and JavaScript when attempting to improve conversions. The amp-experiment element is used to conduct user experience experiments such as for example A/B testing and multivariate testing.

AMP Test

This is a good way to observe how individual page optimizations and AMP implementation are performing together with your mobile users, which means you know if your time and efforts are having a confident or negative impact.

Maintain Tracking Without Negatively Impacting Load Time

Any scripts that must definitely be loaded can decelerate the mobile experience, including tracking scripts. Running multiple analytics tracking scripts can compound this. The AMP analytics element streamlines tracking by firmly taking the “measure one, are accountable to many” approach.

There are two methods to implement tracking:

  • The amp-pixel element is really a simple tag which allows one to count page views and track users with several customizable variables.

AMP Pixel

  • The amp-analytics extended component may be the more in-depth analytics you could be more acquainted with but takes a little setup to perform. It has built-in support for Google Analytics though for easy reporting when you have it set up. This is actually the best method of track and measure user behavior and the performance of one’s content to keep improving an individual experience.

AMP offers a basic demo of how some activities could be tracked.

AMP Demo Track


While AMP has some limitations that may make some tracking difficult, it’s strongly suggested at tips in the buyer’s journey of one’s e-commerce site to optimize load times.

When it is possible to enhance the shopping experience and improve performance you’ll, certainly, improve the conversions of your web store.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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