Discovering Accelerated Mobile Pages for eCommerce
Accelerated Mobile Pages (AMP) have become quite a big thing in the past year. Countless news website have adopted AMP and enrich Google Search results.
Enriching Search Results
When you make a search on your mobile device, some results will be indicated with ⚡ AMP. These, obviously, are AMP pages.
If you look closely when you tap one of these results, set aside from opening really fast, you will see that you are still on the search results page. The AMP page is served from the Google domain in an iframe. Google takes your page and caches it on their servers. This way it serves as an extension – as an enrichment of the Search results and as a new entry point to your website.
When you click on a link inside the page, or if you navigate you will leave the AMP environment and you will find yourself back on the good old regular mobile website.
AMP for eCommerce
For now, like we mentioned earlier, AMP is mostly used by News websites. That makes sense. News and Blogs are very consumable content, it requires little interaction and it is passed around quickly on the web.
But how about eCommerce? AMP doesn’t seem to be widely adopted by eCommerce websites yet. So far, We’ve discovered that eBay is doing some experimenting with AMP pages, but only internal category pages. No interactive parts, no form actions, just links to products.
The AMP project comes with some good examples that seem quite complete. Imagine the possibilities, adding products to your cart straight from an AMP page in the Google SERP. Then checking out and paying directly from there. See also the AMP public roadmap.
AMP for the Zamro webshop
In upcoming articles we will be explaining how we implement AMP pages for our Zamro webshop. The challenge will be to get the layer of interactivity that is required in a webshop, selecting quantity, variants, filtering, add to cart into AMP pages.
Furthermore: how do we implement analytics? There seem to be solutions for that, but will they suffice? And how will caching respond to for example pricing updates? And how will it affect SEO rankings?
Bit by bit we will be implementing AMP pages, starting with product pages and category pages in a very basic way. We will measure the effects and learn from our efforts and the problems we will stumble upon.