Improve Mobile User Engagement through High-speed Display Performance

In recent years, with the adoption of smartphones and tablets, it’s become common that users browse websites, use search services and SNS while out and about to obtain information about their location.

Regarding the mobile environment, however, a high-speed connection isn’t always available and there can also be issues with stability. Furthermore, the visited website may not be optimized for mobile thus delivering a poor display and user experience. So, even if the users make an effort to access a website, poor display performance will likely fail to engage them and they will then leave.

To end this poor display-related low engagement, we have an Accelerated Mobile Pages (hereafter, AMP) support service.

Service Overview

AMP, which Google played a major role in developing, is an open source framework that seeks to create fast-loading mobile web pages. In the AMP framework, there are particular rules - for example:

  • writing the CSS inline to suppress the number of requests to the server
  • prohibiting the use of JavaScript, other than the dedicated "AMP JS" library, to suppress number of requests to the server and disable dynamic content
  • use of Google's CDN “Google AMP Cache”

Doing the above accelerates the display of web content - the extent, per a Google Japan blog article titled “A Faster Mobile Web (in Japanese)”, is, on average, four times faster than a conventional page.

In addition to AMP making the mobile web less stressful, Google’s mobile search results display AMP pages in an easy-to-find position (dependent on content categories). With this kind of enhanced findability, AMP further improves mobile user engagement.

  • * Due to specification constraints, as of July 2016, AMP support cannot be implemented for forms on enquiry pages etc. In addition to this, there is content which is not suitable for AMP support - in such cases we offer alternative solutions.

Service Features

Implementation of AMP Support “Standardization”

For web content, which has a prescribed format and information structure, supporting AMP is relatively simple. In many cases, formulated content, such as news articles, product introductions, blog articles, etc., is often generated by a CMS or blog tool. However, regardless of whether such back-end systems are present, we perform “standardization” so that AMP content can be automatically generated from HTML content. This provides labor-saving, more efficient website management.

Coordinated with our Structured Data Support Service

For AMP content to appear in Google's mobile search results, in addition to being a valid page conforming to the AMP specification (AMP HTML), implementation of structured data using schema.org is required (as of July 2016). We have offered a “structured data provide support” (in Japanese) service since August 2014, therefore, since we have supported content metadata implementation, we can also provide AMP compliant structured data.

Service Details

We support the conversion of existing content to AMP compatible content after taking into consideration website scale and categories, selecting content requiring AMP support, and performing visual design based on AMP constraints. Furthermore, regarding the AMP compatibility of future content, we implement AMP “standardization” (comprising template creation).

Superior Display Performance - Visual Design with AMP Components

Considering website style and tone together with the constraints of AMP, we prepare a visual design that delivers high display performance. Although it’s not possible to add author-written JavaScript functions, AMP JS has a range of pre-prepared functions including a carousel (slider), which slides images at regular intervals, and modal image, which displays tapped images in full-screen.

AMP Compliant Quality

To expedite display, AMP requires design and implementation that strictly conform to the framework’s specifications. In addition, there are a few limitations, such as having an upper limit on the capacity of CSS that can be written inline. With an awareness of the above-mentioned specifications and constraints, we offer a service that delivers high quality AMP content.

Service Flow

  1. Definition of Requirements
    • Coverage
    • Converting HTML Content to AMP Content
    • AMP Content URL Configuration
    • Verification (Method)
  2. Visual Design
  3. AMP Content Production, Creating Links from HTML Content
  4. Testing
  5. Release

For more information on our services, timeframes and estimates, as well as examples of our work, please feel free to be in touch.