BigCommerce announced they are now bringing AMP pages to its 55,000 plus online merchants worldwide in a partnership with theme provider Pixel Union.
AMP pages are an open source project led by Google that allows site owners to serve streamlined pages to provide near-instant page loads on mobile devices.
With mobile becoming increasingly more critical to eCommerce, the use of AMP pages is the next evolution in making mCommerce faster and more accessible.
“AMP effectively removes extraneous details that distract from the shopping experience, allowing shoppers to quickly access catalog and product pages, find the information that is most relevant to their purchase decision and proceed to checkout without the typical friction often associated with mobile shopping.”
Brian Dhatt, chief technology officer for BigCommerce
In a closed beta, BigCommerce merchants that utilized AMP pages on category pages realized a nearly 20 percent improvement in click-through rates.
Some of the main advantages of AMP pages are:
- Increase page load speed. Accelerated Mobile Pages (AMP) alleviates heavy design elements that slow down page load speed. On average, a 100-millisecond delay in site load time drops conversion by seven percent, and by simplifying a site’s content on mobile devices, AMP helps to decrease the time to first byte.
- Optimize search engine visibility. BigCommerce’s native support designates your site as AMP-enabled in Google search results. According to a 2017 survey, the majority of consumers are more inclined to click on an AMP-enabled link than one that is not.
- Stay on cutting edge. By enabling Accelerated Mobile Pages (AMP) support in the control panel, BigCommerce is the first eCommerce platform to natively offer all customers AMP-enabled product and category pages out of the box — without the need for custom coding or costly third-party apps — providing merchants a competitive advantage.
Often, merchants that may have looked at launching Accelerated Mobile Pages (AMP) pages found the implementation difficult and tedious. Extensive external coding or use of third-party plug-ins that may interfere with other extensions or themes created problems that kept many merchants from implementing the technology.
This is what BigCommerce sought out to fix. Merchants on BigCommerce simply pick a compatible theme and then enable AMP pages in their BigCommerce control panel.
The company made the process simple for any merchant to immediately serve up AMP pages and take advantage of an even more mobile friendly customer experience.
AMP Pages Versus Mobile Pages
Just a few days ago we reported that Google launched a new mobile-first indexing algorithm that will be used to rank pages in search results. It is important to note, AMP pages are still treated differently by Google and do not have an impact on search results.
For eCommerce merchants, it is imperative to understand these are two separate technologies, mobile pages and AMP pages. Enabling Accelerated Mobile Pages (AMP) pages will not directly help improve search rankings on Google.
While it is possible that in the future Google may start to consider the existence of Accelerated Mobile Pages (AMP) pages favorably in search rankings, that is not the case today.
However, Google does appear to link to Accelerated Mobile Pages (AMP) pages over mobile pages in search results when AMP pages are detected by the search engine.
And since Accelerated Mobile Pages (AMP) pages typically outperform mobile pages, especially in areas where mobile data service is sketchy or the user is on a slower 3G network, utilizing AMP pages can be a significant factor to increase sales conversion.
Therefore, implementing Accelerated Mobile Pages (AMP) pages should be a priority for eCommerce merchants.
Online merchants using BigCommerce now have a simple way to instantly improve their conversion rates om mobile devices by utilizing a supported theme and turning on the feature in their control panel.
If you are a BigCommerce merchant, we would love to hear from you if you have implemented AMP pages. Head over to our Facebook Discussion Group or use the comments section below.