The overall buyer experience is critical to closing a sale.
When it comes to online shopping and e-commerce, the importance of speed cannot be overemphasized. After all, if it takes more than 3 seconds to load a website, 40% of users will leave. Search engines push and prioritize fast-loading mobile pages.
This eventually gave way to initiatives such as Accelerated Mobile Pages (AMP) and open source frameworks for providing fast-loading mobile content.
We all know that phone friendlines Latest Mailing Database is no longer enough. Google says "AMP and e-commerce are a match made in heaven because AMP makes web pages faster and fast pages help purchase conversions.
Many companies are leveraging AMP to enhance the customer experience and of course ultimately increase conversions. eBay has been one of the notable adopters of AMP. 1. They produced over eight million product pages combined with AMP in 2016 and have plans to roll it out further.
Let’s take a look at some of the features of AMP in terms of e-commerce and how they are implemented.
E-commerce AMP practices
AMP initially launched , designed to make static content such as articles and blog posts load faster.
However, given the nature of the online shopping experience where users want to find information as quickly as possible, implementing AMP on e-commerce makes sense.
However, behind this implementation The process of AMP should be thoroughly reviewed as there are many mobile parts.
Ecommerce AMP Implementation
First of all, it is not necessary to implement AMP in every part of your website. Begin by thoroughly evaluating which parts of a website are best and make the most sense Adopt AMP.
For example, a homepage might be a good place to start, as the content is relatively static and mostly used to showcase popular products. Product category pages might also be a good idea, as these often contain various images, videos, etc. , and their load time is critical to creating a good user experience.
Let's break down which AMP features can be used, especially on product category pages and individual product pages, to create a fast experience for users.
Implement popular AMP features on e-commerce pages
When browsing e-commerce sites, many users start their online experience on the homepage or product category pages.
What features of AMP would be ideal to use on this page?
Consider using Amp-carousel to present users using mobile-optimized methods to browse other products by subcategory.
Amp-carousel is a component that can display multiple related content on the horizontal axis.
AMP is also available once a user publishes it to a single product page. Certain AMP features can help create a sleek, elegant page to showcase products.
Amp-carousel and Amp-video can be used to highlight certain images or videos. It should be noted that video source files should be served over HTTPS.
The Amp-accordion feature can help sections of the website contain more detailed product or feature descriptions. Amp-accordion can add extended attributes to any extended element.
The accordion can then be styled using CSS selectors. This provides users with a high-level overview of the content of the page and a way to jump to a specific part of the page if they wish. Users can share products with the Amp-social-share element.
Amp-sidebar allows users to easily navigate other parts of the website and adds a navigation menu on all pages of the website. This can be toggled on and off with the click of a button, or tapped out of the Amp-sidebar.
There are also multiple options when it comes to using AMP to display relevant products to users.
One of the options is Amp-list. This function sends a CORS request to a JSON endpoint that provides an appropriate list of related items. This is ideal when embedding lists of related items, articles, etc. An Amp-mustache template populates these for the user.
This mustache is just a template syntax with no logic.
Amp-access can be used to tailor shopper content to potentially increase conversions. This is because different content can be displayed depending on the user's specific state, such as whether they are logged in or not.
Amp-analytics can be used to understand how users interact deeply with a website. Several well-known analytics vendors supported by AMP such as Google AdWords, Google Analytics, Nielsen, comScore, etc.
Incorporating AMP at Purchase
When it comes to the actual transaction, the transition from AMP to HTML can happen. The important thing here is to make sure the conversion is quick and consistent with the user's experience so far. Users don't want to be scrambled from one site to another, especially when making online purchases.
However, when it comes to creating a seamless experience for path-to-buy, it’s important to note the relationship between AMP and Progressive Web Apps (PWAs).
AMP provides an easy way to close the Amp-install-serviceworker gap. Service workers are separate from web pages to open the door to functionality in the context of your browser running without the need for web pages or user interaction.
This allows AMP pages to install service workers for domains no matter where the user sees the page. AMP will work with any mobile site, but is optimal when combined with PWAs correctly.
PWAs are much faster than m-sites or responsive websites. The collaboration of AMP and PWAs ensures that the user experience is indeed fast and consistent.
Users can get an instant load of the initial page from AMP, followed by a simple fast app experience on the rest of the site. Also, content can be cached preemptively from the PWA so that all necessary content is ready and the user has a seamless experience.
Frequently Asked Questions about AMP for eCommerce
How can I ensure AMP is implemented correctly on a website?
To test that AMP features are working properly, AMP validators can be used to test AMP implementations.
Will AMP have a direct impact on SEO?
Not directly, but, due to the speed increase, Google boosts AMP pages so that organic searches reach the top of the SERPs.
How to track AMP pages with analytics?
The easiest solution is to use the Amp-analytics feature. This is a workaround for the built-in functionality of Google Analytics.
How about product reviews?
What is a major disadvantage of AMP?