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WHAT global companies are saying ABOUT Google AMP websites

“If our site takes a long time to load, it doesn’t matter how great our journalism is, some people will leave the page before they see what’s there.”

“Across Teads’ publisher portfolio, video ads perform significantly better on AMP pages than on the traditional mobile web.”

“AMP was the perfect addition to our business, giving us a new level of impact for our e-commerce clients.”

KEY FEATURES OF AMP (Accelerated Mobile Pages) 

Web pages and ads published in the AMP format load near instantly, giving users a smooth, more engaging experience on mobile and desktop.

Goggle Search adds to AMP web pages an AMP iсon, and when you use a mobile device, these pages are shown first.

AMP's ecosystem includes 25 million domains, 100+ technology providers, and leading platforms, that span the areas of publishing, advertising, e-commerce, local and small businesses, and more!

Site Background and Implementation

Myntra is India’s largest ecommerce store for fashion and lifestyle products with merchandise from over 500 Indian and international brands. Offerings such as the largest in-season product catalogue, 100% authentic products, cash on delivery and a 30-day return policy make Myntra the preferred shopping destination in the country.

Their AMP implementation was done in-house. They have a custom e-commerce/CMS platform. They implementation is different from classic AMP, as AMP was designed originally for static pages. They were the first to use AMP-bind, which helped them speed up dynamic pages.

The core implementation was pretty straightforward, and they worked closely with Google on it. End to end it was a 6 to 7 day effort plus 3 to 4 more days for the home page. The implementation was completed in May 2017. To see a video on their experience with implementing AMP, you can see their Google I/O presentation here.

The reason they chose product list pages is because most of the traffic lands on these pages first and the bounce rate for these pages was high. On their site, the product search listing pages/merchandising pages represents 2/3 of their SEO/SEM traffic. The home page is responsible for another 20% of traffic. They have not converted additional pages on their site.

Instead of implementing the rest of their site in AMP, what they do is they implement them as a progressive web app (PWA). PWAs are an elegant next step solution because what they have a component called a service worker, and the service worker operates in the background and preloads pages (such as individual product pages or special offer pages) before the user requests them.

As a result, the user gets a great experience on initial page load because of AMP, and then again on the next pages because they have been preloaded by the PWA.

AMP Metrics

Conversions on the site are sales. As with all of the other publishers, they saw no indication or rankings changes due to AMP (and they are not part of the news carousel).

Overall page load time was reduced by 65%, and their bounce rate decreased by 40%. Mobile revenue contribution is higher than before, and it’s continuing to move up. Once the full session stitching solution is in place, they will have a better measurement of the overall improvement to mobile revenue.

Will be easier to measure once they get the session stitching in place.

Myntra’s PWAMP implementation was launched in the last week of September. Initial stats indicate an improvement in engagement metrics. There has been an increase in the average session length and the number of pages viewed per session. There has also been a significant increase in the number of product pages viewed per user since launch.

It’s hard to attribute any increase in revenue / revenue contribution directly to PWAMP, but the engagement metrics mentioned above can be attributed to our PWA and AMP investments.

Implementation Issues

One place where they had challenges was with analytics, as when they started, there was no guidance on how to handle the session stitching issue. However, they participated in the beta project to resolve that issue with Google.

The AMP-bind component is a big deal, because it provides support for dynamic page elements, including sorting and filtering, which is critical for e-commerce. There are still some limitations in AMP-bind, such as fetching content real time from different systems. This is still being worked on. Myntra wants to do more dynamic pages as AMP-bind.

Myntra noted that AMP is evolving rapidly, and that it’s no longer just for static pages. They used it initially for category pages and entry pages to improve the top of the funnel, and a PWA implementation for the rest of the site, but they are now considering converting to PWAMP (PWA plus AMP = PWAMP) for the listing pages. They believe that this will take a couple of weeks at most to implement.


Myntra is happy with the ROI on their AMP implementation, as it was not that much effort. It works well with all kinds of networks, and results in a huge difference for the page load time which has favorable impact on bounce rates, consumer experience, and conversions.

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After Myntra, it's your turn now to chose AMP

attract visitors

A website is the first salesman your client meets. We design websites based on Google AMP framework and make it intelligent, fast and street smart with the insights of CRO (Convertion Rate Optimisation). 

Increase revenues with explainer videos

It's proven that explainer videos increases sales by 60% more. So how about a free explainer video? And to top it all our videos are also seo optimised. 


10 Keyword Optimization
On-page content optimization for 10 primary keywords preapproved by client

Up to 10 pages
Depending on the website up to 10 pages of your website will be optimized

Title tag optimization
Optimization of title tags for each of the optimized pages

Meta description optimization
Meta description optimization for improved click-through rates

Keyword research
Extensive keyword research to determine the most relevant keywords

Content writing
Content writing to improve the on-page optimization of selected keywords

Content Optimization
Utilization of existing textual content to optimize for relevant keywords

Heading Optimization
Creation and optimization of heading tags to target campaign keywords

Internal linking optimization
Development and improvement of internal linking structure

Baseline ranking report
Pre-optimization ranking report to determine the baseline rankings

Monthly ranking report
Ongoing ranking report generation to track the improvements over time

Initial backlink analysis
Link profile analysis to uncover link development opportunities


1) Rank Better on Search engines
2) Increase Conversion Rates
3) Showcase Your Personality
4) Clarify the Objective of Your Product
5) Easily Shareable
6) Higher engagement
7) Incredible Amount of Viewership
8) Word of Mouth recommendation

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1) Complete the Signup Process
2) Fill in a few details on the video questiionaire
3) Our writer will share the draft script
4) Approve the script
5) Our Animators & Designers kick start the work
6) Review the Draft Video
7) Final Video is completed
8) Video is implemented on your website

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72-Pixels has been associated with our company since last 2-3 years. The team is very knowledgeable and keeps themselves updated on the latest trends in digital marketing. They are very creative, provide timely and useful insights into what is trending in Digital Marketing. Their ideas and support have helped us create a brand. They are very flexible and approachable. 72-Pixels executes a plan and ensure that the goals are achieved, this helps startups like us achieve our marketing objectives.

Neha Mutalik
Business Development at EkaTechServ Pvt Ltd

72-Pixels has been providing web design services for my company and they do an excellent job! I appreciate that they are very detailed oriented, and deliver a fantastic product at a very good price. If you are looking for someone to delivery high quality at an excellent price point I would highly recommend using 72-Pixel services.

Veeresh Shetty
Founder, My Economy Tours

I know 72-Pixels for couple of years now. We are working together on the content for our Marketing effort. The team at 72-Pixels is thoroughly professional and very accommodating. As a startup, both these qualities are particularly important.

Anand Rao Manvi
Cofounder, Burando Technologies Pvt Ltd.

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