AMP, meet AMPS®

“It is about making sure the World Wide Web is not the world wide wait.”
– Robert Gingras, Google’s Head of News and Social Products

Last week, Google launched the open-source Accelerated Mobile Pages (AMP) project. According to Google’s blog, publishers around the world use the mobile web to reach readers, but the experience can often leave a lot to be desired. Every time a web page takes too long to load, they lose a reader and the opportunity to earn revenue through advertising or subscriptions.

As a leading publisher, The New York Times is well aware of this challenge. It noted¹ that people will visit a web site less often if it is slower than a close competitor, and for impatient web users, a one second eye blink is just too long to wait.

But it’s not easy to render a mobile page within one second. Mobile devices pose particular challenges because users may be accessing a site through a variety of different 3G or 4G networks. Network latencies are significantly higher than a wired connection and each network request will take 200-300 ms roundtrip times for 3G networks and 50-100 ms roundtrip times for 4G networks.

Within mobile device browsers, there is a magnified impact of JavaScript on performance. When a user is on a 3G or 4G mobile data connection, each additional tag request can slow down page-load time by as much as 100ms to 1,000ms (1 second).

At SiteSpect we understand the need to decrease page-load times. SiteSpect AMPS® (Automated Multivariate Performance (Optimization) Solution), optimizes site speed using built-in acceleration and SiteSpect’s powerful tag-free multivariate testing and behavioral targeting engine. It decreases page-load times by as much as 50-70%, which translates into significant improvements across a variety of key business metrics. And you can optimize any site with AMPS®, including publishing, e-commerce, and social media sites.

So Google, we join you in the battle cry “Velocior est melior” – faster is better. Here’s to dramatically improving the performance of the mobile web!

1”For Impatient Web Users, an Eye Blink Is Just Too Long to Wait,” The New York Times, February 29, 2012

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