The Accelerate Mobile Pages (AMP) Project is an open-source movement dedicated to improving user experience on the web.
In the early days of the web, almost all the pages of the web were basic static pages. Things might not have looked the greatest when it was all basic HTML, but things were very consistent.
As the web expanded so did the choice of platforms and technologies that you could build websites on. Front end design technologies and browsers started to fragment, and content management systems (CMS) gave rise to dynamic websites. Creating a great user experience across browsers on desktop was a lot of work, but it was achievable.
Enter mobile. As mobile usage grew, it wasn’t long before there were too many devices, browsers, and other variables to manage. To make things more complicated, most dynamic websites weren’t designed for mobile so loading times were slow, and usability was inconsistent.
As Search Engine Optimization (SEO) matured and became an important value driver, things like site speed and usability were taken into consideration. Failing to improve user experience meant losing a lot of traffic to your website from search, but fixing user experience issues was becoming increasingly complicated.
From a user perspective the solution is simple. We want websites on our phone to load fast, and work as expected. Just like the good old days of static websites. Luckily, there were some really smart people at Google started the AMP project and made that a reality.
AMP is a set of cross-platform web development standards that ensure web pages behave statically and load on mobile as close to instantly as possible. Websites and eCommerce that have embraced the AMP Project are already beating out the dynamic-site competition in search results to get more traffic with higher conversions to sales.
If you have a new web project coming up, it will be worth your while to check out the AMP Project.