Menu Close

AMP for E-commerce: The Guide to Growing Your Business

As an ecommerce business, your website is your most important (and perhaps only) sales portal. Don’t let your customers escape to the nether realm.

Instead, ensure your website is developed efficiently enough to guide your visitors to make a purchase. The best way to do that? Google AMP. In a mobile-first world, users are shopping everywhere – while commuting to work or sitting on the toilet (face it, it’s a reality).

No matter where they’re using their smartphone, your website needs to load fast enough so you won’t lose your leads. With Google AMP’s instant page load, your customers can navigate your website quickly and find exactly what they want, easily.

If you’re thinking about making the switch to AMP (or starting off on AMP right away), contemplate no more. Here’s how to amp-lify your ecommerce website and make sure your visitors leave as customers.

Step 1. Assess which parts of your site need to employ AMP.

Identify and segregate your pages before beginning deployment to best target and convert your visitors.

As compelling as it seems, not all your web pages need to be AMP compatible. A homepage, for example, is relatively static and is usually the first thing your visitors see. So it makes sense to employ AMP there.

Another important page to convert to AMP is your product category page, in addition to individual product pages. These are the moneymakers, after all, and should be treated as such.

On other pages where load time may not be as critical to the user experience, AMP may simply take up your developer’s time and resources. Dedicate their efforts to streamline the most imperative pages first.

Step 2. Identify which AMP features to implement.

Look at all this Google AMP stuff – isn’t it neat? Wouldn’t you think their collection’s complete? They’ve got features and tools aplenty, unique codes and components galore!

But you don’t need all of it. There are certain features that can help you create a better user experience, whereas others just add to the clutter.

For example, on a product category page, consider utilizing the amp-carousel, a tool that enables visitors to view multiple pieces of related content on a horizontal axis and flip through as they please.

On individual product pages, use the amp-list component to keep your visitors on your website, browsing through related products they might be interested in. This feature works by sending a CORS request to a JSON endpoint.

The endpoint then supplies the list of appropriate related items, making it ideal for embedding a list of related items or articles, among other things.

Browse the tools available to you and create draft ideas of the webpages you want to create before trying each one for size.

Step 3. Develop a seamless path-to-purchase experience.

When it comes to ecommerce, there’s one thing that frightens users most: payments. Just like with any other website, an AMP website needs to not just be safe, but look and feel safe to visitors too.

It’s likely that visitors will experience a transition from AMP-only to HTML when completing a transaction. It is crucial to make this transition as quick and smooth as possible to make the user-turned-customer feel at ease.

In order to achieve that, the path-to-purchase needs to be as streamlined as possible. To achieve a consistent experience, you’ll need to understand the intimate relationship between AMP and progressive web apps (PWAs).

With the amp-install-serviceworker tool, you can close the gap and ensure that a visitor’s experience is fast and consistent. Your users will get the instant load at the initial AMP page and then navigate around your other crazy-fast PWA-powered pages. They won’t even know what hit ‘em.

Some FAQs

How do I check if AMP has been implemented correctly? That’s an easy one. All you have to do is use the AMP validator tool to iron out the creases in your implementation.

Will switching over to AMP affect my SEO directly? Unfortunately, nope. However, AMP-ing up your website is a key requirement for Google when it comes to boosting your page to the top of SERPs for organic searches.

Wait, how do I track my analytics on AMP pages? Okay, the process may be a little bit more complex now. But the easiest solution is the amp-analytics feature, which has built-in functionality for Google Analytics.

Quick Tips

Site administrators can use the amp-cdn tool in order to further speed up their websites. When Google says ‘lightning fast’, they really mean lightning fast.

If you aren’t a developer, it may be a little difficult to navigate the AMP-ification of your website. However, the process is much simpler if you’re switching over from WordPress.

Additionally, merely switching over to AMP doesn’t guarantee higher SERP rankings. Therefore, it’s still important to focus on your other conversion tools like SEO and additional marketing technologies.

Do you have more questions? You can always visit the official Google AMP page to learn more about a website’s journey from non-AMP to rigged out and amplified.