If you are involved in web development then you should be aware of the AMP Project. This is an open-source initiative project which is aiming to make the web better for all by changing the way websites are constructed to make them fast for mobile devices.
The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.
What AMP Provides
Higher Performance and Engagement with web pages and ads published in the AMP open-source format load near instantly, giving users a smooth, more engaging experience on mobile and desktop. Flexibility and Results for publishers and advertisers can decide how to present their content and what technology vendors to use, all while maintaining and improving key performance indicators. This is a collaborative effort and AMP is built thanks to a deep collaboration with thousands of developers, publishers and websites, distribution platforms and tech companies. More than 1.5B AMP pages have been published to date and 100+ leading analytics, ad tech and CMS providers support the AMP format.
AMP helps the Washington Post increase returning users from mobile search by 23%. With nearly 55% of their traffic coming from mobile devices, The Washington Post knows that providing a great reading experience on mobile devices is critical to their long-term success. In particular, The Post is focused on making their mobile content load as quickly as possible, because data shows that people abandon websites after just three seconds if the content doesn’t load quickly.
In June 2015, The Washington Post joined a group of publishers and technology companies to create the Accelerated Mobile Pages Project, a new open standard for publishing content which loads instantly, anywhere across the mobile web.
The Post publishes over 1,000 articles in AMP every day, and they’re already seeing concrete benefits. “We have seen load times average 400 milliseconds, an 88% improvement over our traditional mobile website. This has made readers more likely to tap on Washington Post stories because they know our articles will load consistently fast.”
AMP has been great for retention as well. Traditionally 51% of mobile search users return to The Washington Post within 7 days. For users who read stories published in AMP, this number jumps to 63%.