In this article, we’re going to explain how we got a 100/100 score in Google PageSpeed Insights for both desktop and mobile — using a process we’re calling RAMPT.

RAMPT stands for Revised AMP Template, where AMP refers to Google’s mobile page-speed program.

As you’ll see, our process works for any website and any device (desktop, mobile, tablet, etc.). We think for most sites it can be implemented in weeks.

Why is this important (especially if you manage an eCommerce site)?

Because… for most sites:

Faster load time = higher conversions = more $$$.

What’s the impact of slow load times on conversion rate? Here’s a plot from SOASTA to answer that:

Faster loading times equals better conversion rates

Source: SOASTA

The reduction is striking. From a peak of 1.9% conversion rate at around 2 seconds, conversion rate drops to under 0.6% for load times greater than 6 seconds.

That’s three times fewer conversions just because your site is slow. Or alternatively, three times more conversions, sales, and revenue, just by speeding up your site.

Here’s how to ensure your site is on the right point of that plot.

Note: Want a dramatically faster eCommerce website? We can help. Contact us here.

How Slow Is Your Site Today?

Before you do anything else, go to Google’s PageSpeed Insights and enter the URL of your website.

PageSpeed Insights

If your site is like most, your score will be somewhere in the 30-70 range.

By comparison, here’s our score after optimizing our WordPress site using AMP technologies — both mobile and desktop:

Google PageSpeed Score on mobile

Data from PageSpeed Insights by Google

Google PageSpeed Score on Desktop

Data from PageSpeed Insights by Google

What Is AMP?

Google released AMP (Amplified Mobile Pages) as an open-source markup library in February of 2016.

The goal of AMP?

To deliver super-fast browsing experiences on mobile devices.

AMP delivers fast loading times on mobile

AMP is most commonly seen in Google’s mobile search results, especially the news carousel.

AMP is seen in Google’s mobile search

The news carousel is the reason so many media companies were quick to adopt AMP.

They wanted the traffic from the prominent position in Google.

But AMP is not just for media companies.

The AMP framework is — at its core — simply a library of tags and guidelines that can be used to dramatically speed the load time of a website.

Once you understand this, you can use AMP’s tools to improve load time for any website — including your eCommerce site.

That includes desktop sites, as mentioned by Jon Mueller in a recent Google Webmaster hangout.

Inflow’s RAMPT Process: How to Use AMP to Increase Page Speed on Any Site, Desktop or Mobile

We call our process RAMPT (Revised Amplified Mobile Pages Themes) because it uses AMP technologies to create a much faster site, without actually creating verified AMP pages.

Verified AMP pages have a different URL, live on Google’s servers, require a different setup for analytics, and have severe restrictions on what you can and can’t do on the page.

If you’re a developer — or you have a development team you can call on — Google’s AMP QuickStart Guide is a tremendous resource for learning the framework.

How to create your own AMP HTML page

For Static Web Pages

If you have a simple HTML site without too many pages and your products don’t change that often, you could probably add AMP to your existing pages manually without too much trouble.

For Platforms Such as WordPress or Shopify

If your site runs on a platform like WordPress or Shopify, it gets more complicated.

In the case of our clients, many had sites with hundreds or thousands of constantly changing products, making the manual approach impractical.

Many also lacked the time and development resources to execute this approach.

Here’s what one of the Shopify sites looked like on mobile and desktop after our work:

PageSpeed Insights for Google PageSpeed Score


PageSpeed Insights for Google PageSpeed Score

Don’t Forget These 4 Things When Using AMP to Speed Your Website

1. Google will directly penalize slow sites starting in July 2018

Google recently announced that — starting July 2018 — it would be directly penalizing slow mobile websites in its rankings.

Google Webmaster Central Blog

2. It doesn’t matter if a page is “officially” designated as an AMP page. All that matters is speed.

This method is all about increasing load time to increase conversions. It’s not about getting the little official AMP “lightning bolt”.

We don’t worry if a page is not officially designated an AMP page by Google. That’s not the point at all.

We just discovered that you can use the AMP tools to achieve speed on any site (including eCommerce sites, as the Shopify example above shows).

We’re not using AMP to earn an arbitrary symbol in the search results.

3. Speed and user experience can boost SEO

Even though we’re not worried about the AMP lightning bolt, load time and user experience are ranking factors for Google.

According to a ranking factors report by SEMrush, three of the top four ranking factors are directly related to a user’s experience on your site:

SEMrush 4 top ranking factors

Source: SEMrush

In other words, even without the AMP lightning bolt, Google rewards fast sites with better SEO rankings.

4. You can’t trust analytics for bounce rate

There’s the bounce rate your analytics tool tells you.

And then there’s your “true” bounce rate, which is higher — and unknowable.


Because javascript-based analytics tools (e.g. Google Analytics, Hotjar, KISSmetrics, etc.) do not log visitors who leave your site before it loads.

To your analytics tool, those people are invisible. As a result, these people are not counted in your bounce rate numbers in analytics.

If your site is slow, your bounce rate is probably higher than reported in your analytics. But if your site is fast, your bounce rate will be much closer to reality.

Speed Your Site; Boost Your Revenue

Right now, AMP is one of the best tools available to speed the load time of your eCommerce site.

As with any conversion optimization strategy, don’t take our word for it.

Do the work to improve speed on your site, then see what impact it has on your results.

In our experience, 90+ percent of sites would see better conversion rates (and more revenue) by speeding up their load times.

Note: Want to see if boosting your site speed can increase your revenue? Contact us here.