Twitter uses AMP to improve reading experience, enables publishers to understand their audience

Editor’s note: This post is authored by Ben Ward, Product Manager for AMP & Publisher Platform, Twitter. Read more about their support for AMP article analytics here.

Twitter sits at the heart of news, with millions of people using the service to stay updated about what’s happening in the world, right as it happens. An essential part of our mission to keep people informed is in the discovery and reading of news articles. We’ve embraced AMP as a tool to improve that experience for our users, and make our service better.

AMP launched with support for embedding Tweets, and now we’ve built out support for displaying AMP in our mobile clients on iOS, Android and on the web. When a link is Tweeted, Twitter now automatically discovers and displays the AMP editions of articles. In our testing, we’ve found that when people are shown the faster-rendering AMP editions of articles, they build a habit of reading even more articles via Twitter than those without AMP.

Last week we announced a major milestone of our AMP implementation, launching better support for article analytics. Now publishers are able to understand their audience views from Twitter when we render AMP. We’ve made changes that mean existing analytics tools will still record views even when we display the AMP edition of an article, and we’ve enabled AMP pages to access the social referral parameters added to links shared on Twitter.

We like AMP because its design encourages performant web publishing and mobile-centric design of articles. While in the past we’ve also experimented with “reader mode” features in browsers, we love that AMP gives publishers creative control over their content, ensuring that the web remains vibrant, varied and expressive, while also being fast. And of course, AMP natively supports existing advertising platforms, supporting the businesses of publishers who we want to excel on Twitter. As a project, it is developed in the open, welcoming of community contributions, and consumed by multiple independent services, which is well aligned with Twitter’s values.

You can learn about how Twitter uses the AMP editions of articles, and how to optimize your site for our analytics enhancements in our new AMP documentation on the Twitter developer site.

Twitter is using AMP to present news articles faster and more reliably, to better keep people informed of what matters to them, with an improved reading experience. We’re excited to see how publishers continue to embrace the technology, now equipped to understand the impact of Twitter on news audiences.

Posted by Ben Ward, Product Manager for AMP & Publisher Platform, Twitter

Twitter uses AMP to improve reading experience, enables publishers to understand their audience

The Total Economic Impact™ of AMP across publishers and e-commerce

Speed equals revenue on the web, especially mobile. In fact, studies have shown even 100ms delays in page load time correlate with lower conversion rates. To better understand the impact AMP can provide for mobile sites on speed and revenue, Google commissioned Forrester Consulting, a leading global research and advisory firm, to conduct a Total Economic Impact™ study across publishers and e-commerce websites using AMP.

To conduct the analysis, Forrester interviewed 4 web companies who have been utilizing the AMP format. Based on the results observed by the sites interviewed, Forrester created a model to project the expected return from implementing AMP over a three year period. Using the model, a website with 4 million site visits monthly and a 10% profit margin would expect to win back the costs of implementing AMP and begin to see positive gains in less than 6 months.

summary graph

Some of the topline results 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%.

AMP is still a relatively new format, and while there are costs associated with adopting it, the pay-off greatly outweighs that initial outlay. Specifically Forrester’s model found that a site with 4M visitors monthly implementing AMP could expect benefits of $1,005,447 over three years, against a total investment of $210,827, yielding a 377% ROI.

summary table

You can read the full study here, detailing the outcomes for both content and e-commerce websites. Enabling the creation of profitable, user-friendly websites for publishers and merchants is a core objective of the AMP Project. We are excited to see these results demonstrating the business viability of creating great user experiences on the web with the open-source AMP format.

Posted by Lisa Wang, Product Manager, AMP Project

The Total Economic Impact™ of AMP across publishers and e-commerce

An AMP Paywall and Subscription Model for All Publishers

The following was posted on LaterPay’s Blog by Cosmin Ene, CEO, LaterPay.

A majority of mobile users will not wait longer than 3 seconds for a page to load before moving on, creating a marked decline in revenue for sites that load slowly. It’s this desire for speed and convenience on both the user and publisher’s part that spurred Google and others to spearhead the creation of the AMP Project (Accelerated Mobile Pages), an open source project designed to improve the mobile browsing experience by generating static content pages that render at lightning speed.

Publishers – aware of user’s shift to mobile, their desire for rapid access to content, and the fact that Google accounts for as much as 40 percent of referral traffic – have widely jumped on board and adopted the project’s code to develop AMP pages.

Monetizing AMP

As the open platform has evolved through integration with third party services – growing from 2 vendors at launch to 120 today – so too have monetization strategies for AMP. Adding paywall and subscription support has always been a top priority within the AMP community. However, no out-of-box solution existed for publishers lacking the resources to adapt their in-house paywall and subscription model to work in the AMP specification.

To empower quality journalism and support the efforts of publishers to monetize their content, LaterPay has leveraged AMP’s ability to integrate with third party services to develop a component that allows all publishers to easily include a paywall and subscription model, as well as a paygate which allows monetization of single purchases through LaterPay in their AMP monetization strategy. Called AMP Access LaterPay, the component integrates LaterPay directly into publisher’s AMP pages.

The Need for Speed

LaterPay is the industry’s first on-platform payment infrastructure designed to increase user conversion rates by offering immediate, frictionless access to paid content or services. The patented model offers the speed and convenience vital to content monetization. A slow, cumbersome registration and payment process instead of getting the desired content right away is likely to discourage users and adversely impact revenue.

A typical registration and payment process can take upward of 3 minutes to complete. LaterPay’s model reduces this important first purchasing decision to less than 10 seconds for 78% of users. This is achieved by removing the upfront registration and payment process – which derails over 98% of all payments – so content providers can start monetizing their assets immediately. LaterPay’s integration with AMP further streamlines the process to 3 seconds on average.

When browsing paid content, users are prompted with a number of purchasing options – as shown below – predetermined by the publisher. For instance, publishers can prompt users to purchase a specific article, a time pass, or a full subscription.

LaterPay – daily/weekly subscription mask

Alternatively, publishers can customize their offering and forgo certain options such as time passes.


LaterPay article subscription mask

Users make their selection quickly and begin to accumulate a running tab based on the content they consume. Purchased content is aggregated and consumers are only prompted to register and pay once they hit the threshold of $5 or €5. LaterPay streamlines the registration process as well by enabling users to sign up using their Facebook or Google+ login information, rather than creating a new account.

By deferring registration and payment until users reach the threshold, LaterPay has been show to increase the user’s propensity to pay (with currently 75.5% registering and paying once reaching the threshold.) Further, by providing content providers with multiple options for monetization, publishers can more effectively convert users and take advantage of the vast space between ads and subscriptions.

AMP Integration

If you are new to AMP, get started with understanding what AMP is, and with building your first AMP page.

If you have already built your website using AMP:

  1. Get a LaterPay account.
  2. Follow the documentation on the AMP Access LaterPay page for integrating the component into your pages.
  3. Follow the Connector documentation on how to configure Connector (be aware that the same kind of in page configuration via meta tags as in Connector is not supported)

About LaterPay

LaterPay is a SaaS payment infrastructure specifically created to enable “on platform” monetization. The patented solution provides a frictionless way to convert users into paying customers without upfront registration or payment. With LaterPay, customers are able to generate incremental revenues that complement subscription and ad models. By deferring registration and payment until users reach a $5* threshold, and by aggregating purchases across websites and devices, LaterPay increases the user’s propensity to pay and reaches unprecedented conversion rates. LaterPay offers a variety of optional revenue models including Time Passes and Subscriptions. Please visit to learn more.

The above was posted on LaterPay’s Blog by Cosmin Ene, CEO, LaterPay.

An AMP Paywall and Subscription Model for All Publishers

AMP Conf 2018: Turning Amsterdam into AMPsterdam

Last year over 300 developers came together to learn and share about the latest in AMP at AMP Conf in NYC. Since then we’ve had many new developments and uses of AMP emerge, from e-commerce functionality, to building canonically with AMP, to using AMP pages within a Progressive Web App. To share all the latest and get input on the future of the project, the AMP team decided it was time to hold the next AMP Conf.

With that, we’re thrilled to invite you to join the AMP team and community at AMP Conf 2018 in Amsterdam on February 13th and 14thAt AMP Conf 2.0, our core focus will be centered around UX excellence, and how to use AMP to build amazing sites (not just pages!). So expect CSS talks focused on how to achieve more with less JS, more applied knowledge around AMP components, and possibly even live coding (gasp!). And as with last year there will be plenty of time to connect with the AMP team to ask questions and share input on the project. The specific speaker line up will be announced in the coming month.

And this year, the AMP team wants to hear from even more of the community, so we invite you to submit a talk for consideration. Share the most interesting things you’ve done with AMP, your challenges with AMP in production, or even topics that aren’t about AMP but relate to building AMP pages, like how to utilize the best CSS has to offer.

The event will take place all day on February 13th and 14th, so be sure to register and mark your calendars. And for anyone who is not able to make it in person, we’ll be live streaming the content on the AMP YouTube channel. More details on the specific venue soon, but we’re excited to see everyone in AMPsterdam.

Posted by Matt Ludwig, AMP Project Marketing Lead, Google

AMP Conf 2018: Turning Amsterdam into AMPsterdam

AMP: Two years of user-first webpages

It’s hard to believe it’s been two years since publishers and platforms came together to launch the open source Accelerated Mobile Pages (AMP) Project. Speed and user experience remain more important than ever across the web, with 53% of mobile site visits abandoned for pages taking longer than 3 seconds to load. In two years we’ve seen the project grow from a few launch partners to over 25 million website domains that have published more than 4 billion AMP pages. And not only has the number of pages built with AMP grown, their speed has too. The median time it takes an AMP page to load from Google search is less than half a second. And while we’re thrilled with the impact of AMP so far, there’s more work to be done together.

More users, more engagement, more revenue

After two years of websites creating over 4 billion AMP pages, we now have a concrete understanding of their effect on speed, engagement and revenue. A soon to be published Forrester Consulting Total Economic Impact™ study (commissioned by Google) found that AMP leads to a 10% increase in website traffic with a 2x increase in time spent on page. For e-commerce websites using AMP, the study also found a 20% increase in sales conversions compared to non-AMP pages.


The full study will be published in the coming weeks, but it marks the third independent research study that has found that publishers and e-commerce websites are driving more engagement and revenue with AMP.

Continue reading “AMP: Two years of user-first webpages”

AMP: Two years of user-first webpages

Start fast with new AMP Start templates

Two of the core pillars of the Accelerated Mobile Pages (AMP) Project are speed and a great user experience on the web. That said, the AMP Project also cares about making the process of building webpages faster and easier. That’s why we created AMP Start, a library of fully-featured templates and common page elements built with AMP.

Once you’ve selected a template, you can download the full code for the site, containing all the HTML, JavaScript and CSS needed to render all the pages within the site. AMP Start is built using Basscss, a low level CSS toolkit that provides lots of CSS utility classes to avoid needing any custom CSS. This way you can quickly create responsive, lightning-fast AMP pages with your own content, without needing to build page elements from scratch.
We announced AMP Start in March, and over the past few months we’ve been working with the design community to create additional templates in more verticals, such as retail and travel.


New e-commerce templates 😎

Today we are launching the redesigned AMP Start, to help you easily find the templates or components you need to get started with AMP.

Continue reading “Start fast with new AMP Start templates”

Start fast with new AMP Start templates

The Argument for AMP: Lessons from 10 Case Studies

Editor’s note: The following is an excerpt from an independent study done by Stone Temple, a digital marketing agency, posted with their permission. Read the full study here

We conducted interviews of more than 10 companies that have invested heavily in AMP, to see if we could learn how hard it was to implement, the challenges people faced, the solutions they found to those challenges, and the benefits they believed they got as a result.  We decided to pursue this because we’ve worked with several clients on AMP, and so many people we discussed AMP with  were confused by one or myths, and we wanted to help set the record straight. In addition, we thought it would be helpful to the industry to have a study that was done independently of Google, so any potential bias would be minimized.

In this study, you will see the results of a large-scale investigation we did into AMP. I set out to learn as much as I could by speaking with 10 different companies about their experiences with AMP. These were all companies that had released an AMP implementation on a major section, or nearly all, of their pages.

The TL;DR, for those of you who want to avoid diving into all the details, is that for companies that followed through with a complete implementation of AMP, pretty much all had good to very strong results. However, how I’m defining a “complete implementation” might not be what you expect (you’ll have to read on to see what I’m talking about).

In our study, each participant shared a lot of details about their experiences with AMP, including implementation issues, and the resulting metrics. As a result, this study should help you understand:

  • The potential benefits from implementing AMP
  • How much effort it will require
  • Solutions to some of the challenges
  • What your potential ROI might look like.


Overall, I believe that AMP will offer very strong benefits to everyone who takes the time to truly do it right. And if your implementation is done with care, it can be made pretty scalable. As you’ll see in the study, the parties involved really did not spend a tremendous amount of engineering effort on AMP. Most of you who are reading this probably won’t require a ton of effort either.

Read Stone Temple’s full study here.

The Argument for AMP: Lessons from 10 Case Studies