A study reveals that AMP pages increase conversions and traffic volume

A study on the impact of Accelerated Mobile Pages (AMP) on search performance shows a positive correlation between AMP and traffic to websites from Google. Stone Temple and WompMobile have collaborated on what they say is the first large-scale, comprehensive study of AMP-accelerated mobile pages. The study looks at the performance of 26 web domains and more than 9 million AMP pages on Google that support this technology since 2015.

Study results were determined by comparing site data 30 days before AMP implementation and 30 days after AMP technology adoption. Most of the sites included in the study and we're talking about 22 out of 26 saw gains in search engine traffic on mobile devices. Among the results reached, we find a 27.1% increase in traffic from the search engine, a 33.8% increase in appearance in search results, and a 15.3% increase in the click-through rate on search results pages.

Ecommerce sites seemed to benefit the most from AMP with a 32.1% increase in search engine traffic compared to a 13.7% increase for publisher sites. There was also a much larger increase in search impressions for e-commerce sites (42.16%) compared to publisher sites which saw an increase of (23.1%). Publisher sites had higher click-through rates (23.1%) than e-commerce sites (12.4%).

This means that in any case, adopting Accelerated Mobile Pages (AMP) means a greater increase in visits, conversions, and results for both online stores and publishers. The study indicates that websites that excel in search results on Google may not witness significant growth after adopting this technology, while the opposite is the case for up-and-coming websites.