What we've learned from building AMP

1. Digiday Publishing Summit Lisbon 2017 @bjoernbeth
What we've learned from
building AMP
Digiday Publishing Summit Lisbon 2017

2. Digiday Publishing Summit Lisbon 2017 @bjoernbeth
Why speed matters to Publisher
Source: Fili Wiese | Google DNI Con
74% 88% 60%
would
leave
mobile
it
Would leave
mobile site if
it takes 5+
seconds to
load
Less likely to
return to a site
after a bad
experience
Expect
mobile
websites to
load within 3
seconds
“Increasing page load time from 0.4 seconds to 0.9
seconds decreased traffic and ad revenues by 20%”

3. Digiday Publishing Summit Lisbon 2017 @bjoernbeth
Source: Google | Chrome Web Tools
Prominent displaying & Super fast loading time
2,35 sec
168 ms
-93%

4. Digiday Publishing Summit Lisbon 2017 @bjoernbeth
Our must-have-rules for AMP
Source: Google | amp.blick.ch

5. Digiday Publishing Summit Lisbon 2017 @bjoernbeth
Visitor behavior
Source: Google Search Console | Google Analytics

6. Digiday Publishing Summit Lisbon 2017 @bjoernbeth
Traffic behavior
Source: Google Analytics

7. Digiday Publishing Summit Lisbon 2017 @bjoernbeth
AMP Traffic is eating
regular mobile traffic
mid-term
We see in average
almost 100% better
CTRs on AMP
We don't see a clear
traffic benefit on top
yet
Key take-aways