AMP was developed at Google in cooperation with other technology companies to reduce mobile Internet traffic.
The project is open source. This means that anyone can use, distribute, and modify it to suit his or her needs. It does not violate the copyright of the developers.
Usually, the technology is used for heavy sites with a lot of content. For example, for blogs or news portals. But recently AMP has been used for web applications, social networks and even email newsletters.
What AMP solves
If a mobile page takes ten seconds to load instead of one, the user is 123% likely to leave the site. To minimize losses, mobile sites are optimized with AMP. The technology helps solve several problems.
Increases the loading speed of the site. AMP pages speed up response time and improve overall performance. So, the site responds faster to the user’s actions, and he is comfortable to work with the resource.
Improves interaction with the interface. Accelerated pages make the user experience more comfortable. For example, they limit the number of ad units on the site and allow only simple page design. This helps the user navigate quickly and not get distracted by unnecessary elements.
User-friendly pages evoke positive feelings in users. Because of this they stay on the site longer and return to it more often.
Increases the conversion rate. Google gives preference to fast sites. Therefore, AMP-pages appear higher in search results. Because of this, users are more likely to choose those who have an optimized site.
In addition, if the user has no problems loading content, he is more likely to perform the targeted action. For example, filling out a form or subscribing to a newsletter.
The user is also more likely to view more products or services than on a regular page. This increases the likelihood of a purchase.