How do Google AMP and Baidu MIP apply to e-commerce sites?

However, because AMP or MIP limits a lot of things, such as CSS, JS, HTML code, etc., it also limits a lot of functions. I wondered when writing Google AMP posts. Is this simplified mobile page not suitable for use? More complex sites, such as e-commerce sites? In fact, eBay began testing AMP in July.

A few days ago, Google sent a post, Getting Started with AMP for E-commerce , which just answered the question and gave advice on how to apply AMP to e-commerce sites. These suggestions should also apply to Baidu MIP. Like Google AMP, Baidu MIP is also used first in news content and then extended to other vertical areas.

First thing to consider

Google doesn’t have to rush to support AMP for the entire site at the same time. You can pick the target and the appropriate page to do AMP first. AMP has a lot of components for interaction, such as product descriptions, images, comments, navigation, etc., which are easy to implement.

But the buying process that requires more complex features is not currently available through AMP. You can consider directing the user to a non-AMP page to complete the purchase. AMP may also support the purchase of features in the future, AMP is open source (Baidu MIP is not explicitly said to be open source, but the FAQ says open source), users can feedback, contribute and so on.

Step 1: Browse the class page

For example, the home page and the category page are very suitable for making AMP, there is no complicated function, just static display products. For example ,this AMP browsing page made by Google, the following is a screenshot:

AMP for browsing class pages

Step 2: Product page

When the user clicks on a product on the homepage and then goes to the product page, AMP can fully display the product information, such as <amp-carousel> tag support plus image, <amp-video> for adding video, plus social media sharing button, side navigation It is very convenient. For Baidu MIP, the amp in the tag is generally changed to mip, such as <mip-video>, see Baidu MIP official website.

Step 3: View related products

Users often browse from one product to another, so the relevant product links are standard on e-commerce sites. AMP has tags that dynamically generate related products and is personalized.

Step 4: Personalize and understand users

Understanding user preferences and returning personalized content is a powerful tool for e-commerce sites. Use AMP’s <amp-access> component to return different content modules depending on the user’s state (such as whether they are logged in).

AMP also supports traffic analysis components.

Step 5: Support purchase

The user decides to purchase, press the Add to Cart button, then the user needs to transfer the user from the AMP page to the normal HTML page.

About caching

AMP is highly cached. The advantage is fast. The disadvantage is that it may cause errors in traffic statistics. Some users access the cache and do not actually access the files on the original server. Pay attention to this when analysing traffic.

With the official Google AMP recommendation for e-commerce sites, and the eBay AMP page as an example, we can probably know how AMP will be applied in the future. The Chinese e-commerce website uses MIP and the performance in Baidu is still not seen in the example, we will wait and see.

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