Accelerated Mobile Pages (AMP) launched Oct 2015 for publishers – for faster web pages, better user experience & amp ads to make money.

Recent upgrades added e-commerce – interactive pages.

Making the web faster and greater for the internet (header bidding). Accelerated Mobile Pages allow visual stories, WP plugin, CMS pages, JSON AMP.

4B total AMP pages, 25M domains with amp, travel, food, e-commerce.

E-commerce retailers like Ebay, AiExpress, Rakuten are actively implementing Accelerated Mobile Pages technology.

E-commerce is very competitive and load time is critical, especially on mobile.

In 2017, 50% of e-commerce revenue came from mobile – AMP serves fast pages.

AliExpress load time 36% faster on mobile and 4.3% conversion increase (talking about Billions $$).

Responsive design of AMP – accommodate different form factors – it adopts automatically to different device screen sizes.

Progressive Web Apps (PWA) are using Accelerated Mobile Pages and are user experiences that have the reach of the web, and are:

• Reliable – Load instantly and never show the downasaur, even in uncertain network conditions.
• Fast – Respond quickly to user interactions with silky smooth animations and no janky scrolling.
• Engaging – Feel like a natural app on the device, with an immersive user experience.

This new level of quality allows Progressive Web Apps to earn a place on the user’s home screen.

Design perspective and why designers should love AMP:

UX rule #1: Design for inclusivity

• Perceivable

• Operable

• Understandable

• Robust

UX rule #2: Less is more

2 critical elements

1. clear call to action (CTA)

2. value proposition

UX rule #3: highlight value add to users

• benefits iver features

• focuses in clarity, not cleverness

• user control

UX rule #4: sharing is caring

• share on social

• options

• bookmark

UX rule #5: Don’t distract the user

• don’t use automatic carousels

• reduce walls of text

• use social proof to build trust

UX rule #6: Surface most used parameters first

• create filters to narrow user intent

• use grids to help users navigate

• provide categiry-specific filters

UX rule #7: Test & Invest

• optimize for conversions with A/B testing

• Use adwords D&E for 50/50 traffic split (Amp vs non-AMP)

Additional AMP and PWA resources:

AMP: https://ampstart.com/

AMP: https://www.ampproject.org/

AMP: https://ampbyexample.com/

PWA: https://developers.google.com/web/progressive-web-apps/

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