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How to Accelerate Mobile Landing Page of Your Website


When the internet first came in, it was one of the most amazing things to have ever existed. You could surf, find information and with a click on a link could navigate from one web page to another and fetch more information. Those were exciting times.

Now, everyone has access to smartphones with the internet in their pockets. So, when you browse on your smartphone you expect smooth scrolling and great graphics on the screen. However, mobile internet is at odds with everything that people loved doing on the internet that is surfing and browsing.

Though at the browser level, there are constant innovations improving the functionality of a website, making it a speedy experience, the same cannot be said for about mobile landing pages. The internet that was once a source of utter wonder is now a cause of frustration for most mobile browsers.

Landing Page Fail to LoadImage Source: webdesignledger.com

Page Loading Speed – Fundamental to Website Success

You may be researching on Web Design Mistakes that kill your sales. However, one fundamental aspect you often overlook is the speed. Most people today, shop or read over their smartphone devices, and with mobile web so slow, the bounce rate is high.

Speed is fundamental to mobile web pages. Any hiccups in the loading of a page can hamper your user base and bar them from enjoying your content. As a matter of fact if a page does not load within a couple of seconds they simply move on to another page.

It’s the worst that can happen to any business.

In fact, slow page loading can be detrimental to a website’s user experience. According to the statistics provided by KISSmetrics, pages that take more than 3 seconds to load, loose out on about 40% of users. If you are an online shopping site, the estimated loss you make will give you a heart attack.

web speed infographics

A Boost to Speed

So, speed became the most important determinant to the success of a website. Facebook, in May 2015, launched “Instant Articles”. It allowed instant loading of articles to readers within its platform.

The act was soon followed by Apple in its latest iOS 9 mobile operating version. Apple News was launched in September 2015, that allowed users to load articles instantly on that app. However, both these apps had restricted access.

A Standard Solution

Early September 2015, Google along with Twitter and a host of other publishers announced the launch of AMP (Accelerated Mobile Page Project), an open source initiative aimed to improve mobile content ecosystem.

What is AMP

Accelerated Mobile Pages is a joint collaboration project by Google and Twitter with the sole purpose of designing faster loading page speed. It is a new and elegant way to introduce clutter-free, fast content web pages.

It is built in the openness of the web, without restricting its reaches. It allows everyone to be a part of the ecosystem and benefit from it. It is built of the existing web technologies in collaboration with many different partners.

What makes AMP fast

AMP format uses three important structures to create a super lightweight website that contributes in faster loading of a mobile landing page. The three structures are –

amp pageImage Source: webdesignledger.com

#1. AMP HTML – Essentially it is a stripped down version of HTML files, designed to make it super-light that will help in fast-loading of the page. If you are familiar with HTML markup language, you will have no problems adapting your existing HTML pages to AMP HTML.

The AMP HTML is a subset of the same markup language which comes with custom tags and designing properties. There are many restrictions like certain HTML tags cannot be used.


#2. AMP JS- AMP works with streamlined Cascading Style Sheets (CSS). Javascript is not allowed, however, it offers standardized off-the-shelf Javascript library, which is used to create the page. With AMP JS, the focus is better readability and speed.

#3. AMP CDN – It is a content delivery network, which enables AMP files to be cached in the cloud, which helps in faster loading of a content in mobiles. It is an automatic optimization process.

How Does It Work

The Whiteboard Friday article by Will Critchlow offers a perfect diagram and explanation that helps to understand how AMP files work in mobile phones.

regular page to ampamp version

Things to Know for a Better Experience With AMP

  • Most publishers are having both regular versions for desktop as well as AMP pages for mobiles.

  • WordPress offers a special plugin to enable publishing in this format.

  • You have to use a streamlined version of CSS

  • Only JavaScript offered in the AMP library is permitted

  • For proper functioning make sure AMP sites are validated

  • Forms are not permitted in AMP pages

  • Custom fonts have to be specially loaded

  • For videos, AMP-approved extensions are to be used

What are the benefits of AMP format ?

Accelerated Mobile Pages are HTML pages with limited functionality and are governed by AMP specs. Such files with the help of a host of technical as well as architectural approaches, work towards landing mobile web pages faster for its users. It does not focus on the look or feel of the content, rather it works on the loading speed of a content.

In addition, content producers are using this format to make the content available for caching by third party users. Moreover, under this format, both publishers can control their content and platforms can easily cache contents for faster delivery to users.

Some of the benefits of AMP are as follows –

  • It is a great way of creating light-weighted landing pages making it mobile friendly.

  • It helps in faster loading of mobile landing page.

  • It is a more compelling format and compels in greater consumption and engagement.

  • Publishers can take advantage of the open web’s potential, making their contents appear instantly across all apps and platforms.

  • Access to all platforms and apps helps in generating more revenue via subscriptions and ads.


The AMP format is a combination of predefined functionality along with a system built on caching which accelerates the loading of Mobile landing pages. If you want to capitalize this format consult the experts at Orange County Web Development Company, who will assist you build a speedy mobile landing page.

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Sarah Clark

Written by

Sarah Clark, working in B3NET Inc. as Technical Editor. B3NET is leading orange county web design company in California.