The ecommerce platform has made it easy for retailers to take advantage of accelerated mobile pages.
Accelerated mobile pages (AMP) is a technology originating at Google that allows sites to deliver content more quickly to mobile browsers.
During a 2017 beta test of the technology, BigCommerce merchants found AMP increased their click-through rate by an average of 20 percent.
This appears to be driven by two considerations. AMP simplifies the page content to suit mobile devices, resulting in faster load time. And faster load times are associated with higher conversion rates.
Secondly, research suggests consumers using mobile devices are more likely to click on search results when they are flagged as being AMP-enabled.
The significance of BigCommerce's approach is that no custom coding is required. All that's necessary is to use an AMP-enabled theme, and then activate AMP in the BigCommerce control panel.
“Until now, many ecommerce brands have been unable to adopt AMP into their stores due to excessive coding requirements and lack of costly development resources,” said Ben Moore, CEO of Pixel Union, an ecommerce design agency that has been a BigCommerce partner since 2015.
"Today, we are thrilled to be partnering with BigCommerce to offer AMP-enabled ecommerce themes across our entire Pixel Union catalog, giving online merchants a game-changing solution for harnessing the growth of mobile commerce and the power of world-class mobile design.”
BigCommerce CTO Brian Dhatt said “Mobile has become the primary shopping method for many online consumers, and ecommerce brands are increasingly realising that their mobile sites need greater prioritisation.
“AMP effectively removes extraneous details that distract from the shopping experience, allowing shoppers to quickly access catalog and product pages, find the information that is most relevant to their purchase decision and proceed to checkout without the typical friction often associated with mobile shopping.”
AMP support is available immediately to BigCommerce merchants.