Google has launched a platform to drive up the speed of delivering mobile web pages. Often I get frustrated, as we all do, with content that is clunky and takes so long to load, resulting in frustration or going elsewhere. We are a generation that demands speed and we expect content to load instantly regardless of device or location. Enter Google AMP.

What IS AMP? Google positions it follows:

'The Accelerated Mobile Pages (“AMP”) Project is an open source initiative that came out of discussions between publishers and technology companies about the need to improve the entire mobile content ecosystem for everyone -- publishers, consumer platforms, creators, and users.'

The following insights published by Kissmetrics gives a valid reason why AMP is worth a look.

(Source: Kiss Metrics)

Take out.
This is a step forward in making the mobile web better for all.  It’s worth testing this initiative to see the impact on your retention and conversion strategies. It would be good to hear your experiences. Have a read of the FAQ: