The Face of AMP in Ecommerce this 2017

The Face of AMP in Ecommerce this 2017

Accelerated Mobile Page (AMP) is a project from Google created to make very fast mobile pages.

Accelerated Mobile Pages were originally appropriate for static content pages, like, news, blogs, and recipe pages. This open source project which is focused on improving mobile web browsing experience and its contributors are always searching for possible ways to make it better and suitable for a larger and broader range of websites. So with this transformation and growing status of AMP, all users will soon know that AMP pages are more effective and will more likely to select and use them in the future.

We all know Google is determined to move the project forward, to make AMP for e-commerce an actuality and this is good news for all e-commerce retailers.

A Quick 2016 Review of the AMP Landscape

Over the past few months, a lot of retailers have been looking at the application of e-commerce and AMP. An example of such big e-commerce brands that have recently used AMP pages for category pages is eBay. This e-commerce brand has also collaborated with Google to develop and move the AMP technology higher for the world of e-commerce.

eBay also made more AMP updates, just a day after Google’s update on AMP featuring within the SERPs. The most important transformation that eBay made since its June launch is applying amp-analytics element into their AMP pages. This tracking element permits you to select from a list of tracking vendors, like Adobe Analytics, Google Analytics, and much more. This implementation enables eBay to track alterations and performance.

Input forms became formally and publicly supported with the amp-form feature In October. For AMP e-commerce pages, this is another great step forward, not just with usual online form selections such as color and size selectors on the product pages, but also with the making of newsletter sign ups or interactive polls which are possible through AMP page.

AMP Home Page and Category Pages

An e-commerce home page is a great base to consider for AMP pages, as the content is quite static and the reason is mostly to show off featured or popular products. These Category pages usually comprise of a large number of images to display the existing products; but, the time to load a mobile page can be really slow. User experience can be improved if these pages are made to load faster.

The functionality of a search box can be applied to amp-form feature on both the product category pages and the home page, just to help customers find products more easily. But for faceted category pages, since it acts like a side selection menu, amp-sidebar element can be considered for handling various faceted pages.

There are some things to keep in mind when transforming category pages into AMP:

  • It is vital to ensure that selected category pages for AMP are fixed and not always regularly being updated with new content; since AMP pages are being kept in Google’s AMP cache for fast delivery.
  • Contemplate on using features like amp-carouselas a slide gallery banner to display featured products and products in the sub-categories.

AMP Product Pages

The next destination for a user after the category page or the home page would, as usual, be a product landing page. The great part of it is that the product pages can be converted into AMP pages as well.

There are some distinctive features that AMP provides to assist in developing your AMP product page. Through the application of amp-carousel functions to show sliding similar product images helps decrease the loading time product pages with images and tidy page estate. The use of the amp-accordion feature is a good way to help offer the viewer the outline of the content and product explanations through a reveal and hidden tab. Applying an amp-sidebar aids the user to move to other sectors within the product page.

Note that not all product pages can be changed or converted since AMP still has its restrictions:

  • Permanent product pages are normally the best choice for an AMP page. Product pages chosen for AMP should also be static and not regularly updated.
  • However, if a product goes out of stock, its AMP version might not certainly be updated.

AMP into 2017

Google throughout 2016 has been supporting usability for mobile users, particularly with the launching of Mobile First Indexing, which is a new ranking system with mobile content as the priority when ranking a page.

Alongside the development in AMP project, many new structures that are needed by an e-commerce website are now obtainable. Lately, Google had stated that if a site does not have a mobile version or is not mobile active, but has an AMP version build, Google will make use the desktop version rank signals in the place of AMP for Mobile First Indexing.

This can be changed if wanted by signaling to Google which version has more importance through the use of the” rel=alternate” tag in your HTML code. But, with the constant progress of AMP, Google probably could as well see AMP as a ranking feature in 2017.

Evaluating the priorities of your website is necessary and its aims if accepting AMP pages at this early stage. The process of converting part of the website into AMP offers a faster page speed, but also, many functionalities could as well be compromised especially since not all the required e-commerce components are readily accessible.

With insights from Kenneth Sytian, a web designer from the Philippines. Thanks, Kenneth!

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