The document discusses Google's Accelerated Mobile Pages (AMP) project, which aims to enhance mobile web performance by creating faster-loading web pages through specific coding practices. It presents statistics on mobile device usage and the importance of speed due to decreasing attention spans, noting that AMP pages can load in under one second. The document also outlines when to implement AMP based on site traffic and monetization strategies, emphasizing the need for ongoing maintenance and testing.

1. @jessesem
Accelerated Mobile Pages Project
What is AMP and is it right for your website?
October 2016

2. @jessesem
Jesse Semchuck
Director of Online Marketing at Purch
@jessesem
http://www.linkedin.com/in/jessesem
http://www.jessesemchuck.com

3. @jessesem@jessesem

4. @jessesem@jessesem

5. @jessesem

6. @jessesem
1 BillionMonthly Visitors
@jessesem

7. @jessesem
Google’s Definition of AMP
@jessesem

8. @jessesem

9. @jessesem
Make the web
great again?
¯_(ツ)_/
¯

10. @jessesem
Google AMP is…
A web component library,
validator, and caching
layer for reliably fast web
content at scale.
Translation…
You will need to code a
stripped down version of
your web pages according
to Google’s rules. Google
will then approve, cache
and serve your AMP
pages.

11. @jessesem
Google Is Going All In On Mobile
@jessesem

12. @jessesem
I’d Rather Have My Car
Stolen Than My Smartphone
@jessesem

13. @jessesem
• Smartphone dependency is
increasing rapidly. They are
not just phones with internet.
They are our workstations,
our connection to our families,
our place to shop, and our
televisions.
• Over 60% of all searches
start on a mobile device.

14. @jessesem
I’m ”Above Average”
@jessesem

15. @jessesem
• US adults spend an
average of 3 hours
per day on their
mobile devices.
• 4 years ago this
was under 1 hour.

16. @jessesem
The average mobile page
load time is 19 seconds @jessesem

17. @jessesem
Human Attention Span Is
Shorter Than Ever
@jessesem

18. @jessesem
• The average human
attention span is 8
seconds.
• The average attention
span of a goldfish is 9
seconds.
19 SECONDS?
40% of users bounce after 3 seconds

19. @jessesem
• Lack of user empathy for load times on mobile devices.
• Lack of prioritization for speed enhancements.
• Programmatic ad serving can be incredibly slow. I’ve seen pages
that run through over 100 different ad servers before loading
completely.
• If your business model is dependent on ad revenue, you’re guilty.
Publishers Have Broken The Mobile Web

20. @jessesem
2017 Ad Blocking Projections
• Desktop: 29%
• Smartphone: 11%
• Up from 3% in 2014
At Purch, we have some
properties well over 30%
already. If you have a tech
savvy audience, expect higher
rates of ad blocking.
The Result? Rise of the Ad Blockers

21. @jessesem
Can Google
AMP Save The
Day?

22. @jessesem

23. @jessesem
AMP Is Fast. Really Fast.
@jessesem

24. @jessesem
AMP
pages
load in
under 1
second

25. @jessesem
Why Is AMP So Fast?
@jessesem

26. @jessesem
• Allow only asynchronous scripts
• Size all resources statically
• Keep all third-party JavaScript
out of the critical path
• All CSS must be inline and size-
bound
• Font triggering must be efficient
• Minimize style recalculations
• Only run GPU-accelerated
animations
• Prioritize resource loading
• Goal: Load pages in an instant
Translation…
AMP is fast because Google
is caching and serving your
content for you.
Standard:
http://www.livescience.com/33749-
top-10-inventions-changed-
world.html (responsive)
AMP:
http://amp.livescience.com/33749-
top-10-inventions-changed-
world.html

27. @jessesem
Nytimes.com JS tags
Desktop, Mobile
& AMP
@jessesem

28. @jessesem
Desktop (over 100)

29. @jessesem
Mobile (over 60)

30. @jessesem
AMP (21)

31. @jessesem
AMP – Saving The Mobile
Internet?
@jessesem

32. @jessesem
• Washington Post — 23% increase in mobile search users who return within 7 days
• Slate — 44% increase in monthly unique visitors and a 73% increase in visits per
monthly unique visitor
• Gizmodo — 80% of Gizmodo’s traffic from AMP pages is new traffic, 50% increase
in impressions
• Wired — 25% increase in click through rates from search results, with CTR on ads
in AMP stories up by 63%.
• Relay Media — in the last 30 days alone has converted over 2.5 million AMP pages
for publishers like The Daily Dot, Hearst Television and The Miami Herald which says
mobile users who start with an AMP article spend 10% more time than those who
land on regular mobile pages.
• 80%+ of the publishers realized higher viewability rates
• 90%+ of the publishers drove greater engagement with higher CTRs

33. @jessesem
So What’s The
Problem?

34. @jessesem
CNN Example -
Query: Hillary Clinton
@jessesem

35. @jessesem
• This page loaded in under 1
second!
• When clicking the back
button or the x at the top of
the page, it takes you back to
the Google results.
NOT COOL GOOGLE
• CNN needs to fix their
navigation elements on AMP
pages.
• Google needs to give readers
an easy way to drive deeper
into the site.

36. @jessesem
Why Would
Google Do
This?
Two words:
Ad Impressions
Also, to make the
mobile web
experience better
for users.

37. @jessesem
Livescience Example -
Mobile vs AMP
@jessesem

38. @jessesem

39. @jessesem
https://gtmetrix.com
Mobile Performance

40. @jessesem
https://developers.google.com/speed/pagespeed/insights/

41. @jessesem
AMP Performance
https://gtmetrix.com

42. @jessesem
AMP / FBIA Results
For Purch
@jessesem

43. @jessesem
The Good…
• Faster pages!
• Millions of pages run through
AMP since launch – 4% of
total traffic
• AMP / FBIA are delivering
traffic increases
• Bounce rate -25%
• Page scrolls +22%
The Bad…
• AMP – Below 55% cannibalization
is profitable. Additional testing
required to determine rate of AMP /
FBIA cannibalization
• Types of ads you can run are
limited
• Page clicks -62%
• Time on site -44%
• PV/V 1.06

44. @jessesem
Facebook
Instant Articles vs AMP
@jessesem

45. @jessesem
Spoiler: AMP is winning

46. @jessesem
ALP is Coming
@jessesem

47. @jessesem

48. @jessesem
Google is aggressive
Come on over! Let’s work together to
make the mobile web great again!
@jessesem

49. @jessesem
Your development
resources
@jessesem

50. @jessesem
Should You Launch
AMP Pages?
@jessesem

51. @jessesem
”It Depends…”
• If you are have a site in Google news – YES!
• If your traffic is over 500k visitors a month - YES! (in most cases)
• If you monetize through lead gen – NO!
• If you’re a small/mid-size ecomm website - NO! But probably soon!
• If your blog is on Wordpress with no monetization - YES! (plugins available)
• If you don’t have the resources to keep your AMP pages up to date – NO!
• If you don’t plan on building and testing independently of Google – NO!

52. @jessesem
AMP Implementation Tips
@jessesem

53. @jessesem
1. QA your analytics tracking code – then QA it again
2. Create easy ways for users to drill deeper into your site
1. Links to related articles at the top
2. Navigation menu should be visible
3. Link to the main version of the article
3. QA your ad units
4. Use the AMP validator tool: https://validator.ampproject.org
5. Prepare for ongoing testing – AMP is not ”set it and forget it”

54. @jessesem
Do People Even Know What
AMP Means?
@jessesem

55. @jessesem

56. @jessesem
Will It Increase Your
Revenue?
@jessesem

57. @jessesem
• Who is your customer?
• How many visitors per month do you
get on mobile vs desktop?
• How is your website monetized?
• What are your business goals?
• Will you get more out of making your
standard mobile pages faster?

58. @jessesem
One Size Does Not Fit All
@jessesem

59. @jessesem
Thank You!
@jessesem
http://www.linkedin.com/in/jessesem
http://www.jessesemchuck.com