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Why do AMP pages have higher bounce rate?

     
6:01 pm on Jun 17, 2019 (gmt 0)

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Comparing regular to AMP versions, I'm noticing really high bounce rates for the latter.

Even when they have a similar amount of users in a given period.

A difference between 4% and 97% in one case.

But interestingly, the AMP pages in general have much better dwell time. Like the difference between 30s and 1:47s in one case. Less people are bouncing due to slow page speed I would assume. But way more people are bouncing in general.

The only difference between regular and AMP I can see is the AMP doesn't have images. Or a contact form. But my regular versions don't get a lot of conversions from the contact form anyway. They're all informational not transactional.

Has anyone dealt with this higher bounce rate for AMP?
2:17 pm on June 18, 2019 (gmt 0)

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Higher bounce rates for AMP is common. An extremely oversimplified explanation is that AMP involves outside servers & can potentially give a very different user experience. You can partially deal with this by using referral exclusion in Google analytics & doing usability testing on your AMP template. For a more robust understanding & solution you are going to need to spend a good chunk of time learning the very technical side of AMP and analytics.
3:58 pm on June 18, 2019 (gmt 0)

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@goodroi

Thanks! Another dumb question, can I customize my AMP page? At the moment they don't have a contact form, phone number button, or top nav like my regular pages do. If so, how?

Thanks again.
4:23 pm on June 18, 2019 (gmt 0)

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can I customize my AMP page?

Yes you can, you can do almost anything with AMP that you can do with regular webpage. If it is simple information, or links than it should be relatively easy. If it involves Javascript and external resources then it can get very complex.

AMP and Analytics don't play nice together. Things have gotten better over time but there are still many subtleties to deal with. For example, filter set in GA to filter hits from specific IP addresses (such as your own address), they don't work on amp pages.