Are Accelerated Mobile Pages Worth It

Do you know what Accelerated Mobile Pages (AMP) are, and if they are a worthy inclusion on your web pages? Fortunately, Google recently updated AMP, which might be able to provide more insight into whether you should take the plunge or not. Here’s all you need to know about accelerated mobile pages, and what it could mean for you.


What Is AMP?

Accelerated mobile pages were created to take a website which had already been optimised for mobile and strip it down to its skeleton to allow it to load faster. This just goes to show how user-focused Google’s services can be. As AMP is an open-source initiative platform centred around making content more readable on sites that load faster, there’s no doubt that the user’s experience of AMPs would improve.


How Does It Work?

AMPs are cut down HTML copies of other existing web pages. As an open-source project designed to improve the performance of web pages, particularly for mobile devices, the tech behind AMP enable featherweight pages to load quicker for smartphones and tablet users. The reason for this is so that there’s less to load when you open a new page on your mobile, making it load faster than it typically would without AMP.

AMP also removes on-page elements, such as large images, backend code and calls to action, as well as additional CSS requests. By enabling AMP caching for your mobile-optimised sites, you can increase loading speeds substantially, therefore providing a better UX for your users.


Should You Implement AMP?

Although faster loading speeds are great for better user experience, AMP does have a few drawbacks that you should be aware of.

  • AMP is only functional if users click on the AMP version of your webpage, instead of the original. That means that you can be implementing accelerated mobile pages without your users enjoying the benefits of them because they haven’t been executed correctly.
  • Data tracking, analytics and ads are relatively limited for now, although the analytics for AMP are still in development.
  • AMP pages don’t allow more than one ad per page unless you have a plugin
  • AMP sacrifices a lot of other aspects of UX just for a more efficient site, such as creativity, overall aesthetics and high-quality imagery.


Now that you’re familiar with the concept of accelerated mobile pages, is it worth it for you to include AMPs onto your website or not? Whether your business should take the plunge or not is up to you; however, the UX benefits are enough to make you consider it. Support for AMP is slowly rising since its marketing campaign launch, which means that it might not be as bad as it seemed. However, as always, do your research before diving into something you’re unfamiliar with.

Want to know more? Talk to the team at Sprocket Digital.



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