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Will the AMP Project Doom Responsive Design Technology?

Speed is the name of the game in this digital race. Even among the techno giants this truth seems to have stirred a sudden awakening. Every business is trying to speed up their productivity, delivery time and among many other things, their websites. Would you even stay for a second longer if a web page is taking its own sweet time to load? Yeah, none of us would.

Responsive Design

That’s clearly why during the final quarter of 2015, Google announced a technology that helps speed up the mobile web and load articles on smart phones in an instant – Accelerated Mobile Pages aka AMP. This project is an open source initiative to help create mobile optimized content on pages that load swiftly, providing a better mobile web experience.

Okay, there’s probably already a set of questions running in your mind: In which way is this similar or different from the trending responsive design technology? Will my web page need that? Read on to find more:

What is AMP?

For many of us, reading on the mobile web might not be a happy choice due to the slow and crampy experience. An accelerated mobile page at its core is an HTML page that has been designed for super fast loading. Certain components of HTML and CSS are not used, since the platform is completely designed for enhanced readability and speed.

AMP vs. Responsive Web Page

AMP vs. Responsive Web Page

An AMP and a responsive web page both are based on the same fundamental components: HTML, CSS, and JavaScript. But, how different or similar are they?

  • Both types of web pages will work on a mobile phone.
  • A responsive design is focused on adaptability and flexibility; an AMP is focused on speed and readability.
  • AMP is ideal for static content and things like web forms are not supported; a responsive design can handle them with ease.
  • Responsive designs demand complete re-design of the site; AMPs can work with existing site.

User Experience

User Experience

Wooing your visitors with a great user experience favors your business and makes them keep coming back for more. More than immediate business, it builds a sense of trust in your service, opening channels for constant sharing and engagement. Trust me, this isn’t overrated!

That apart, no one can forget Google’s mobile-friendly algorithm update released last year and how every business went in a frenzy to go mobile-friendly. To overcome the situation, going responsive was the easiest solution that rendered free-flowing web pages regardless of the screen sizes.

This time for your site to be on Google’s good book, providing a mobile-friendly user experience with lightning speed might be mandatory. And, here’s where AMPs come – web pages optimized for speed.

Does my website need AMPs?

AMP Technology

Well, that’s an inevitable question we all need to face sooner. As the name suggests, it’s for mobile only. At least, at the moment. Companies that have adopted AMP technology till now have all been news publishers who are in need to optimize their reading content. If you are a website delivering published content to mobile users, AMP it is.

However it has limitations with respect to web form loading and other layout aspects that makes it a secondary choice compared to responsive web design. Things said and done; though it’s not now, it will come soon. There’s news that Google might start directing traffic to AMPs by February 2016. Let’s keep a watching eye on the possible impact it will bring in the days to come.

Meanwhile tell us, do you think AMPs will sweep off responsive web design altogether? Share your comments below.



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