According to a Google research, 79% of shoppers who are dissatisfied with a site performance say they're less likely to purchase from the same site again. 

Most retail mobile sites take around 6.9 seconds to load. And that is double the length of time that nearly half of all internet users will wait before they leave a web page. This ultimately translates to a loss of $500 billion annually for the e-commerce market.

In an attempt to boost user experience by speeding up the mobile web, Google rolled out its Accelerated Mobile Pages project in 2015. As of a few months ago, the AMP framework is no longer focused strictly on optimizing static content. The company unveiled AMP for ads and landing pages, called ALP, which will allow you to convert prospects faster than ever before.

How it works: When a user navigates to an AMP page and clicks an ad built with AMP HTML, he is immediately directed to an AMP-constructed landing page that’s been queued up for him. This shortens the process to just two steps: click and load, eliminating the usual click, tracking redirect, landing page redirect and loading process.

By using this new update, web users will be more likely to click on a result if they know they’re guaranteed a positive experience, resulting in higher conversion rates for marketers and advertisers. 

A research made by Chartbeat based on data from 360 of the approximately 60,000 sites that use Chartbeat’s web analytics tools and services, found that 55 percent of visitors to sites spend less than 15 seconds with content, whether mobile or desktop. Also, the median page-load time of a Google AMP page was 1.4 seconds, compared to 5.3 seconds for standard mobile web pages, and less than one-thousandth of a second for Facebook Instant Articles. Regarding Instant Articles, 88 percent of them load too quickly for Chartbeat to register a load time.

AMP achieves its remarkable speeds by requiring web developers to use a narrow set of web technologies to create pages and by serving pages from its own servers, at least when you visit an AMP page via a Google search.

This last thing made Google AMP controversial within the web publishing industry, critics raising concerns about AMP pages obfuscating true URLs and encouraging searchers to never leave the Google site. John Gruber -a well-known blogger and programmer wrote shortly after the Google AMP release that he is concerned about websites turning their entire mobile audience to Google.

Tech journalist Kyle Chayka also noted that AMP and Facebook’s competing “Instant Articles” feature could allow junk websites to share many of the same visual features as legitimate news sites. “