Google recently released information that they collected during an AMP HTML case study involving the Washington Post, one of the nation’s leading news sources. The Washington Post first became involved with the creation of the Accelerated Mobile Pages Project back in June 2015.

“With nearly 55% of their traffic coming from mobile devices, The Washington Post knows that providing a great reading experience on mobile devices is critical to their long-term success,” according to the Google Developer post.

Here are the results that the Washington Post AMP HTML case study revealed:

  • 23% increase in mobile search users who return within 7 days
  • 88% improvement in load time for AMP content versus traditional mobile web
  • 1,000+ AMP HTML articles are published daily by The Washington Post

The Washington Post has been dedicated to improving the overall load time of their website. Previous studies has shown that consumers will leave a website if the website takes longer than three seconds to load. By ensuring that those articles are AMP HTML constructed, the Washington Post is keeping consumers focused on their mobile content longer.

“We have seen load times average 400 milliseconds, an 88% improvement over our traditional mobile website. This has made readers more likely to tap on Washington Post stories because they know our articles will load consistently fast,” says David Merrell, Senior Product Manager at The Washington Post.

Merrell concluded with expressing how easy it was to get the Washington Post started on AMP HTML since it was built on an existing technology and is not a template based system.

“Since AMP is not a template based system, we were able to host our content, style it as we see fit, and easily integrate our existing advertising, analytics and other business tools,” Merrell said.

Do you want to learn more about AMP HTML? Be sure to check out the Accelerated Mobile Pages Project homepage.