We frequently discuss the philosophical controversy of the Accelerated Mobile Pages Project. But available case studies show that to certain types of websites it is really helpful. In addition, Google pushes AMP into new segments: for example e-commerce or e-mail. In the talk, we will look at the numbers from the Czech projects and will think about cases where it is worth using AMP. We are also going to look at the drawbacks. Aren't business benefits redeemed by difficulties in design and development departments? https://www.webexpo.net/prague2018/talk?id=does-amp-make-sense-to-our-websites

1. Does AMP make
sense to our
websites?
Martin Michálek
@machal

2. vrdl.cz/martin
Martin Michálek: frontend designér, poradce

3. Does AMP make
sense to our
websites?
1. Why AMP?
2. A brief introduction
3. Examples and case studies
4. AMP news
5. AMP & your website
Martin Michálek
@machal vzhurudolu.cz

4. Does AMP make
sense to our
websites?
1. Why AMP?
2. A brief introduction
3. Examples and case studies
4. AMP news
5. AMP & your website
Martin Michálek
@machal vzhurudolu.cz

5. Martin Michálek: frontend designér, poradce
Websites are terribly slow.

6. Martin Michálek: frontend designér, poradce
~2 MB
Doom was the top software technology 25 years ago.
But it was not possible to save it on one floppy disk. It had two megabytes!

7. The average
webpage = Doom

8. Martin Michálek: frontend designér, poradceA brief introduction to AMP → Why AMP? → Let's compare SpeedIndex values
Website SpeedIndex
Average website 20–40,000
Cuketka (article) 12,971
Lékarna.cz (product) 7,019
Vzhůru dolů (article) 4,407
Optimum (by Google Lighthouse) < 2,000
SpeedIndex from WebpageTest.org on 3G Slow
SpeedIndex
There is a SpeedIndex metric. SpeedIndex is something like user experience when loading a page expressed as a
number. The lower it is, the better. As you can see, even well-made sites are far from the optimum that Google
recommends.

9. Martin Michálek: frontend designér, poradce
KPI ♥ Page Speed
Moreover — we know that the speed of the web correlates with key performance indicators.
So here is the reason to enhance page speed. Which is the reason to use AMP.

10. Does AMP make
sense to our
websites?
Martin Michálek
@machal vzhurudolu.cz
1. Why AMP?
2. A brief introduction
3. Examples and case studies
4. AMP news
5. AMP & your website

11. HTML, CSS
AMP
HTML
HTML
Discovery
Optimizer
Website
Distribution Platforms

13. Martin Michálek: frontend designér, poradce
Website Website AMP on CDN Preloaded AMP
Cuketka (article) 12,971 11,660 163
Lékarna.cz (product) 7,019 8,414 210
Vzhůru dolů (article) 4,407 8,264 244
Optimum (by Google Lighthouse) > 2,000
SpeedIndex from WebpageTest.org on 3G Slow
SpeedIndex Values
AMP on CDN will have SpeedIndex almost always better than the original site.
But it is also possible to ruin the AMP version, as I did on my site. However, it does not matter. Thanks to preload, we
will get far more interesting numbers. Isn't it amazing?!

14. Does AMP make
sense to our
websites?
1. Why AMP?
2. A brief introduction
3. Examples and case studies
4. AMP news
5. AMP & your website
Martin Michálek
@machal vzhurudolu.cz

15. Martin Michálek: frontend designér, poradce
+23%
USERS WHO RETURN
WITHIN 7 DAYS
+88%
IMPROVEMENT
IN LOAD TIME

16. Martin Michálek: frontend designér, poradce
Publishers in
the Czech Republic?
What we need to
load faster are
“We do not need to
load content faster.
the ads.”

17. Martin Michálek: frontend designér, poradce
AMPNon-AMP
+10%
PAGE VIEWS

18. Martin Michálek: frontend designér, poradce
READY-MADE
COMPONENTS
HACKING
WORDPRESS
AMPNon-AMP

19. You want website
prepared for AMP
distribution.
You don't want
“AMP version“.
It can be tempting to "turn on AMP" for example using a WordPress Plugin. However, in my opinion, it is wrong way,
because it will create whole version of the site. Your goal should be to have one website with different distribution
channels. So using AMP as development foundation is a good idea.

20. Martin Michálek: frontend designér, poradce
AMPNon-AMP

21. Martin Michálek: frontend designér, poradce
„I see the competitive
advantage in AMP.“

22. Martin Michálek: frontend designér, poradce
AMPNon-AMP
10%
DECREASE IN
TRAFFIC

23. Martin Michálek: frontend designér, poradce
„We have to do AMP design
identical to non-AMP.“

24. Examples and case studies: E-commerce
AMPNon-AMP
EVERYTHING:
BOUNCE RATE,
PAGES/SESSION,
CONVERSION RATE
~0%

25. Is AMP worth it?
…is like:
“Are websites worth it”?
As you can see, switching to AMP can be both successful and unsuccessful.
It is hard to say if AMP is good or bad. It's a website. You can do it in many ways. Both good and bad

26. Evaluate the
impact of AMP?
This is only
possible if it has the
same design and
functionality.
And I would like to remind you: If you want to measure it, don’t use different designs for your AMP version and the
original one. Such possibility was rare in the case studies I have shown.

27. Does AMP make
sense to our
websites?
1. Why AMP?
2. A brief introduction
3. Examples and case studies
4. AMP news
5. AMP & your website
Martin Michálek
@machal vzhurudolu.cz

28. Martin Michálek: frontend designér, poradce
AMP
Stories
The first is AMP Stories.You probably know Instagram Stories. The same is now possible in Google Search using AMP.
This will be especially interesting for publishers, but perhaps for e-commerce too.

29. AMP for e-mail
AMP for e-mail can do a revolution in newsletter creation. Because the newsletter technology is frozen in the nineties.
You can expect features such as live data update, user login, and other interactive elements.
This is still in progress. And I hope Google will offer it for Gmail soon.

30. Does AMP make
sense to our
websites?
1. Why AMP?
2. A brief introduction
3. Examples and case studies
4. AMP news
5. AMP & your website
Martin Michálek
@machal vzhurudolu.cz

31. Probably yes.
AMP will always be faster
(even thanks to preload only).
But it depends…
Does AMP make sense
to your website?

32. Martin Michálek: frontend designér, poradce
1. Do you have lot of non-unique content? (Articles, Products, Landing Pages...)
2. Is your market segment competitive? (News, Cooking…)
3. Can you do mobile conversions from Google Search? (or LinkedIn, Twitter?)
4. Do you need no custom components?
5. Is your development process flexible enough?
6. Are you working on a new website?
Does AMP make sense
to your website?

33. Martin Michálek: frontend designér, poradceDoes it make sense to your website? How to get it to the production
1. Do not build an “AMP trial version”, but a full-featured pages.
2. Consider AMP for a small set of landing pages.
3. Do not look at case studies much, do your own tests.
How to get AMP to
production?

34. Martin Michálek: frontend designér, poradce
1. Set up Google Analytics properly. (AMPClientID → vrdl.in/ampid)
2. Google Analytics: Rather compare segments (Mobile/AMP), not time periods.
3. Start an split test in Google Ads. (→ vrdl.in/ampsplit)
How to measure AMP?

35. Thank you!
Martin Michálek
@machal