AMP’s Economic Impact
To highlight the impact AMP can have on mobile webpages Google commissioned Forrester Consulting to conduct a Total Economic Impact™ study across publishers and e-commerce websites using AMP.
The research highlights 4 web companies who have been using the AMP format. Looking at the results of the 4 companies, Forrester created a model to forecast the expected return from implementing AMP over a period of three years.
Image Source: Forrester report - The Total Economic Impact Of Accelerated Mobile Pages (AMP)
Utilizing this model, a website with a monthly site visit count of 4 million and a 10% profit margin could expect to get back the costs of implanting AMP pages and start seeing positive gains in a time of period of less than 6 months.AMP is a relatively new format, and obviously, you have to incur some costs with its adoption. However, the payoff of implementing the AMP format outweigh the initial cost.
These are the primary results gleaned from the study:
20% increase in sales conversion rate A/B testing conducted by the two e-commerce websites interviewed for this study demonstrated a 20% increase in the conversion rate on their AMP pages, which would drive over $200K in annual profit, based on the Forrester model.
10% year-over-year increase in AMP site traffic An increase in site traffic results in additional sales and ad views, which would drive over $75K in annual profit for a site in the first year, based on the model.
60% increase in pages per visit AMP pages performed positively for e-commerce and news publishers who both said that there was a 60% increase in people coming to the site and those people spent twice as long on the site with a small increase in return visitors of 0.3%.
Web applications built on AMP can offer powerful benefits — improved site speed, better user experience, and possibly better conversions — but only for those businesses that take the time to implement the AMP version of their AMP site thoroughly and correctly.