Happy Second Birthday AMP

Today the AMP (Accelerated Mobile Pages) project turns two. As part of a look back and ahead, the AMP team at Google has shared impressive data today that quantifies its positive impacts on time spent on page (2X), traffic (10% increase), and sales conversions (20% increase compared to non-AMP.) We’re proud to be a part of AMP’s unfolding story, and to continue to make it easy for WordPress users, from the individual author to the largest global media and marketing organizations, to take advantage of these powerful open source tools.

Photo by Mo Jangda

From early on we saw AMP as an important project to support because of its core focus on improving the mobile web experience for both publishers and readers, and for its commitment to the open web. We were proud to be the first platform to integrate with AMP, and continue to iterate on the plugin to make it easy for millions of sites across the WordPress ecosystem to integrate AMP with just a few clicks. Most recently, version 0.5 of the plugin, released in August 2017, brought a host of new updates, like faster rendering, improved spec-compliance, new embed handlers for Vimeo, SoundCloud, Pinterest and Playbuzz, and easier addition of amp-analytics tags.

Across Automattic (including WordPress.com and VIP) hundreds of millions of client page views per month are delivered through AMP today. Over the last two years, many of our clients and partner agencies have customized and optimized the AMP experience for their particular needs, with impressive results.

Google’s AMP tech lead Malte Ubl

The New York Post has seen a 60%+ bump in average daily referrals coming from Google on mobile to their article pages since implementing AMP for all of those pages. VIP agency partner Alley Interactive, who handled the development, found most of what they needed in the standard plugin for WordPress, and layered in some front-end customization to closely match the look and feel of the Post’s standard pages. In the process, they even contributed code back to the core plugin to address bugs and add functionality.  This approach for the Post has delivered in both experience and performance:

“One of the most exciting things for us has been the ability to make our AMP pages feel like more of an organic extension of our mobile sites rather than a highly templated offsite platform. The average user cannot tell the difference between our mobile website pages and our AMP pages which is impressive. In other words, our AMP pages retain all the key components of our mobile web pages, are a true reflection of our brands, and we’ve improved performance in the process!”

-Michael Liss, Senior Director of Product & Project Management, Digital, New York Post

Media powerhouse PMC, representing 22 brands including Variety, Deadline, and TVLine, has implemented AMP for about half of their sites.  As reflects their approach to code reuse across the platform, they developed their own customized AMP plugin based on common needs for an initial set of their publications, and then rolled it out to several more shortly thereafter.

They are currently in the process of refining their approach to analytics and optimization based on iterative tests. One enhancement that has yielded strong results was when they published galleries in AMP with each slide as its own unique AMP page and URL, which both doubled page views and dramatically decreased load time.

And this Fall, the 9to5 network – including 9to5mac.com, 9to5google.com, 9to5toys.com, electrek.co, and dronedj.com – worked with VIP agency partner 10up to launch an updated AMP experience that brings them closer to embracing “AMP-first” just as much as “mobile first.”

“Our newest iteration brings the AMP reader’s experience much closer to that of our traditional responsive site. We can now deliver many of the supporting features that they have come to expect, like our familiar header and navigation, Disqus comments, and related and featured posts widgets. If you put the AMP view and mobile responsive “full” site side by side, you’ll see an incredibly similar layout and design. What’s more, this puts us on a path to take advantage of the AMP framework more and more as it continues to mature.”

-Seth Weintraub, Publisher, 9to5 Network

Left: AMP, Right: full site

We’re excited to see all of the amazing things our clients and the WordPress community as a whole are doing with AMP. For our part, we’ll continue to support the AMP experience with WordPress and extend the benefits it brings to publishers and readers alike. We want to cut an extra big slice of cake for the 400 folks who have contributed code to the project including a couple of Automatticians, and for our friends at Google for leading the charge. If you’re new to the project, consider coming out to the AMP Roadshow as it rolls through Europe and Asia in the upcoming months.

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