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How Optimized AMP in E-commerce Can Swing in More Conversions

Business.com / Marketing Strategy / Last Modified: May 25, 2018
Image credit: weedezign/Shutterstock

Your online store can't afford to neglect your mobile users. Accelerated Mobile Pages can boost your conversions if you properly optimize it.

E-commerce websites are all about presenting their online stores in a user-friendly manner to encourage users to make sales. These online stores customize their websites frequently to match their users' preferences and give them a better path from browsing an item and placing it in the cart to making an online payment.

So now that the world is shifting to smartphones, many are optimizing their websites to cater to the mobile users too. It's time to get in the race and create mobile-friendly a website that accommodates your mobile users too.

Why you need a mobile-friendly site

The mobile e-commerce industry is projected to grow to $693 billion by 2019. With over 2 billion smartphone or tablet users worldwide, a Statista survey in the third quarter of 2017 found that smartphone retail visits accounted for around 58 percent of total retail website visits worldwide.

With more than half of retail website visits coming from smartphones, it is obvious that optimizing the desktop versions of e-commerce websites is only going to influence half the potential customers. It is imperative to optimize the mobile versions of the websites too, to increase conversions.

This is why Google came up with Accelerated Mobile Pages (AMP). Through AMP, now websites can optimize their webpages to suit the needs of their users.

What is AMP?

AMP is an open-source framework that lets you create mobile-friendly sites easily. It consists of all the parameters needed to create a website and to add rich media by using JavaScript, HTML and various cache libraries. It strips the unnecessary details and presents a website that is visually appealing and relevant for the users. You can use it with any of the popular e-commerce platforms, like Magento, Shopify or Drupal.

Google recognizes AMPs by marking them in search results. If your webpages are AMP-optimized, then you will see a small lightning bolt near the URL.

The significance of AMP optimization

AMP provides a smooth experience for your users by keeping them engaged. It is designed to easily guide the customers to what they want.

According to a Google survey, 72 percent of mobile users say that it is important to them that the websites are mobile-friendly, with 79 percent of them saying they will go back and find another website if the website is not optimized for mobiles. Further, 67 percent of mobile users are likely to make a purchase from a mobile-friendly site, while 61 percent of them say that if they do not easily find what they are looking to buy on a mobile-friendly site, they are more likely to move to another site.

It is clear from this survey that, while creating mobile-friendly websites is important, it is also important to optimize it according to users' needs. Physically, a mobile website cannot display as many retail items as it can in its desktop version. Also, it has less time to retain the mobile users than it does for desktop users. Hence, optimizing the major landing pages of your website will decrease the bounce rate and increase customer retention.

Every small detail in the AMP has to be customized and chosen to give a rich experience to its mobile users and increase your conversions. Here are some of the important factors to consider while optimizing AMPs that have major influence on the conversion rates of e-commerce mobile sites.

1. Mobile page loading time

According to a survey by Kissmetrics, 47 percent of users on e-commerce websites expect their webpage to load in less than two seconds, and 40 percent of users even abandon a webpage if it takes more than three seconds to load.

Even a delay of one second can reduce your conversions by 7 percent. Hence, each and every second counts. A longer loading time will also increase the bounce of the mobile pages. While designing your website, it is essential to only have the elements that contribute to a better user experience and do away with the additional elements that barely play a part.

2. Website design

A clunky website design will be the downfall of your business, as 57 percent of users say they would not recommend a business with a poorly designed mobile site. The quality of your mobile site is one of the deciding factors for users, and it will also affect customer retention. It is time to get on with a proper website designer and invest in creating user-friendly mobile pages. It could do a lot for your conversions.

3. Personalized pages

You can add various components of AMP like <amp-carousel>, <amp-list> and <amp-accordion> to personalize according to your requirements. One of the biggest e-commerce stores in India, Myntra, saw a 65 percent improvement in speed and a 40 percent reduction in bounce rates in many of its landing pages by using AMP personalization options. Personalizing the content on your pages with relevant, crisp and simple information and proper options will make it easier for users to take appropriate actions.

Using AMP for your e-commerce website is a necessary step to reach a major population of your users. But the key to retaining those users and getting good conversions out of them lies in the optimization of the AMP.

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