Accelerated Mobile Pages for Magento: The Pros and Cons

Should you, or not, use AMP for Magento? Every Magento store owner or a developer, at one
point in time, might have faced this simple-sounding yet complicated question. If you are
thinking about jumping on AMP but unsure of whether it would be the right decision, we
recommend that you read this article thoroughly to get a clear idea of AMP. Keep in mind that
enabling or disabling AMP is not as easy as it appears.

What is AMP or Accelerated Mobile Pages?

Accelerated Mobile Pages, commonly referred to as AMP, is an open source library from Google
that aims to improve the mobile user experience for its users. In short, AMP lets Google users
browse mobile versions of websites almost instantaneously, at lightning speed.
An AMP page is just a stripped down version of the regular webpage. To be qualified as an AMP
page, the page’s HTML, and CSS needs to be trimmed down and streamlined. AMP doesn’t
allow custom-written JavaScript. Instead, AMP lets developers use its predefined components.
For example, “amp-image-lightbox” component provides a lightbox effect for an image of your
choice. Since JavaScript is the biggest culprit for slow page loading in most cases, Google is very
strict with it.

What Is in It for Users?

AMP pages load super fast. The average load time for an AMP page is one second, which is four
times faster than an average conventional webpage. Internet users do love websites that load
very fast, but AMP’s case is different. Not every internet user on the planet like AMP. In fact, a
lot of them don’t know what AMP is. While it is true that users like fast websites, they
straightaway dislike sites with the poor user experience. As you may already know, the UX of an
AMP page is usually poor.
Therefore, you shouldn’t right away come to a conclusion that people will love your website if it
loads quickly.

Accelerated Mobile Pages for Website Owners

What is the hype all about? Why are a lot of e-commerce and blog owners interested in AMP?
In our opinion, the two key advantages for website owners is page speed and SEO boost.

Page speed

As discussed earlier, the average page loading time of an AMP page is one second. The
Accelerated Mobile Pages feature is particularly handy for sites hosted on slow, underpowered,
or sharing servers.

SEO Boost

Many website owners, when they switch to AMP, notice an upward spike in traffic. There is a
misconception that Google ranks AMP web pages on top. Since page speed is a ranking signal,
Google does rank AMP enabled websites on top, mainly because of the speed factor. Simply
put, if you can bring down your site speed to one second, you don’t need AMP to boost your
SEO rankings. It is not AMP that does the trick but the site loading speed.

AMP for Magento

Now the big question is should you go ahead and add AMP to your Magento store or refrain from doing it?

Go for AMP if,

  • Your Magento store is slow or sluggish
  • Mobile bounce rate is high
  • Your store’s mobile responsiveness is poor
  • Your site’s search engine performance is not satisfactory
  • Your website has cross-browser issues

Don’t go for AMP if,

  • You are happy with your site’s speed
  • You don’t have the technical expertise or can’t hire a developer
  • You rely heavily on reports and analytics
  • Your customers hate basic-looking pages
  • You believe your site’s appearance and functionality is more important than speed

E-commerce gurus usually discourage online store owners from enabling AMP. In our opinion, it comes down to the personal preference of a business owner.

We hope this article answered your questions about Magento and AMP. If you are unsure about AMP, our Magento experts are ready to clear your doubts and help you make better decisions.