4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss

What’s up with Google AMP?
That’s what a room full of marketers were determined to find out
on Thursday’s Pubcon Pro session with Google’s Developer
Advocate, Ben
. In his session, Ben outlined the current state of
Google AMP, why marketers should care, and how it can work along
with PWAs (progressive web apps) to deliver a seamless, fast and
immersive experience. Below are four top takeaways from Ben’s
session:  1. Speed = Money
There are real world consequences for bad user experience on your
website. Some of the stats Ben included to illustrate exactly how

  • 53% of users abandon a site if it takes longer than 3 seconds
    to load according to a Doubleclick study of Google Analytics
  • One additional second of load time can lead to a 3.5% decrease
    in conversion rate and a 2.1% decrease in cart size according to a
    Radware report.

The message is clear — people will leave your site if it’s slow,
which leads to fewer conversions. And of course, Google uses
loading time as a ranking factor. It’s in the best interest of
your business to focus on page speed as a key objective, if not for
your rankings than certainly for your customers and prospects.
 2. You can use Google AMP to help speed
things up
Google AMP can help you speed up your site by:

  • Discouraging or banning things that will slow down your
  • Removing or banning distracting ads
  • Waiting to load elements until they’re needed

Ben also emphasized that AMP was created to help improve the look
and feel of surfing the mobile web. Sure, you can create a dull,
featureless website through AMP, but it’s not recommended. The
sites that have the best success using AMP are ones that utilize
AMP HTML, AMP JS and AMP Cache. This allows for exciting,
interactive design experiences that load quickly. Developers can
control the design and CSS of their site, while mitigating the risk
of accidentally slowing down their mobile sites after adding image
files that are improperly sized, or Javascript that slows down load
times. 3. PWAs and AMP make a great team A PWA is
a progressive web app – it provides an app-like experience on the
web. It should be fast, integrated with the device, reliable, and
engaging. Like the mobile web, PWAs have a lot of reach and are
discoverable anywhere. And like an app, PWAs have a lot of power,
and are a user friendly experience. If you do a PWA the right way,
Ben says, you get the best of both worlds. So, what are the
benefits of PWAs?

  1. You can use an app shell for fast transitions. The shell loads
    before the content, and dynamic content then populates the
  2. Users have the power to add the PWA to their home screen like
    an app for easy access, without having to download an app.
  3. PWAs can provide a full screen experience on mobile and on
    desktop, similar to an app interface for a more immersive
  4. Users can access content within a PWA offline through
  5. Users can opt-in to push notifications, though Ben cautions
    that we should use those notifications wisely.

 4. AMP and PWAs can be used together
for the best of both worlds – speed and experience
AMP helps users discover the content through AMP search results,
and have a seamless page loading experience. The content is
delivered quickly. Then, when they click in to additional pages,
they’re upgraded to the PWA experience to continue to browse.
This helps not only deliver content quickly, but provide an
engaging experience throughout the browsing process. Can this be
done without AMP? Certainly, according to Ben. Does that happen
often? Definitely not. The reason being that it’s common for
developers to inadvertently slow loading time by adding additional
script elements or files that aren’t optimized – he even admitted
that it happens at Google. AMP helps reduce that risk. You can go
to amp.cards to see a demo of the
AMP to PWA experience. It’s worth a look! Note – it works best in
mobile. Did you miss Pubcon Pro this year? Or just want to revel in
the glory of what was? Check out the rest of our Pubcon
Pro live blogs here

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4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss