- It’s been a while Google has been suggesting site owners to use AMP to make the web pages speedy. However, the new AdWord beta is now allowing the site owners to target AMP enabled pages when it comes to displaying their ads. EBay was first ecommerce site to jump into this development; and this action motivated other ecommerce sites to follow the EBay’s actions. It would be worth discussing why ecommerce sites are motivated to target AMP enabled pages despite the fact that there are still some problems in AMP that need to be addressed.
Early adoption by an ecommerce siteEvent Tickets Center is the seller of online tickets of different events. It is worth mentioning here that this site gets 3/4th of its sales through mobile. A few years ago, the development team of this website was quick to adopt mobile responsiveness feature for this site. It worked well for the site since then. Then this site emerged as one of the early adopters of AMP. At the time of adoption, AMP would provide little support to ecommerce sites.
- Then the site started to test AMP for the PPC. The analytics didn’t give them the perfect insight but there was something in it that convinced them to get going with the process. The developers’ team managed to keep the users from AMP and non-AMP pages unified. And this action let them view the AMP performance much closely.
- AMP pages of the website performed well, and this result motivated the site owners and developers’ team to develop immersive AMP experience in order to keep the users in AMP environment throughout the sale process. This is where they found lack in the AMP capabilities which were required to complete the process.
- So, they are now able to keep the users in AMP environment with the help of effective navigation. It is a complete AMP experience but the interactive seating chart and checkout pages are excluded.
What were the results?The initial testing showed that there was 20 to 30 percent rise in the conversion rate on the AMP pages. After some time, the conversion was 100 percent with bounce rate decreased at 10 percent.
- The performance of Event Tickets Center got attention of Google’s AMP team which then offered help to the ecommerce site. When AMP beta was announced at Google Marketing Next, Event Tickets Center was mentioned as a featured business in the announcement.
- Now, the company is working to make the AMP experience complete by bringing the interactive seating chart and checkout pages on AMP.
The futureCEO of Event Tickets Center, Adam Young, is quite optimistic about wide adoption of AMP in the ecommerce sites. But, as a matter of fact, this could be seen as an understatement by the CEO. AMP is going to be one of the major prerequisites for the ecommerce websites in the future because the rate at which mobile internet usage is rising, it is going to be inevitable for the websites owners to primarily target mobile internet.