View
385
Download
2
Category
Preview:
Citation preview
#SMX #13A @stonetemple
Lessons From 10+ Case Studies
Time to AMP-lifyYour Digital Marketing
#SMX #13A @stonetemple
Lessons From 10+ Case Studies
Time to AMP-lifyYour Digital Marketing
#SMX #13A @stonetemple
ERIC ENGE, CEOSTONE TEMPLE CONSULTING
2016 Landy’s Search Marketer of the Year2016 US Search Awards Search Personality of the Year
Eric’s Studies Have Been Covered In:
#SMX #13A @stonetemple
New Study Released on
October 9, 2017
stonet.co/sosamp
#SMX #13A @stonetemple
Very Brief AMP Background
#SMX #13A @stonetemple
The AMP News Carousel is a
Huge UI Change in the
Mobile Environment
#SMX #13A @stonetemple
Profile #1 – Media Site Included in the News Carousel
Major media site
Custom Implementation, took 4 Weeks
Converted 90+% of pages (all article pages)
They are in Google News, and as a result get into the News Carousel
#SMX #13A @stonetemple
#SMX #13A @stonetemple
But…
#SMX #13A @stonetemple
Company Load Time Change / Results Impact
0.1 second increase1% decrease in sales
$1.3B / year
1 second decrease2% increase in conversions
$274M / year
0.4 second decrease9% increase in traffic
600M visitors per month
#SMX #13A @stonetemple
Source: 9to5Google.com
Poll Asking if Users Look for the AMP Symbol
#SMX #13A @stonetemple
4 AMP Myths
#SMX #13A @stonetemple
Myth 1
AMP Only Benefits
News Sites
#SMX #13A @stonetemple
Profile #2 – Real Estate Site
Real estate listings site
Custom Implementation
Converted all their Google indexed
pages
Converted in less than 3 weeks with
2 engineers
Implemented Progressive Web
App for pages after the landing page
#SMX #13A @stonetemple
Profile #2 – Real Estate Site AMP Metrics
#SMX #13A @stonetemple
Myth 1 Busted!
AMP Only Benefits
News Sites
#SMX #13A @stonetemple
Sidebar 1: How Does a Progressive Web App
Help Speed?
#SMX #13A @stonetemple
• Prefetches content.
• Increases online performance by reducing network requests for certain assets.
• Allows website to function offline.
The Key is Service Workers
#SMX #13A @stonetemple
#SMX #13A @stonetemple
Myth 2
AMP can’t be Used for
E-commerce Sites
#SMX #13A @stonetemple
Profile #3 – E-Commerce Site
Major E-Commerce Site
Custom implementation
Converted all their category pages plus home page (85-90% of organic traffic)
2 to 3 weeks to implement
Implemented Progressive Web App for pages after the landing page
#SMX #13A @stonetemple
Landing Page Load Time
Reduced by 65%
Bounce Rate Reduced by 40%
Mobile Revenue Increasing
Profile #3 – E-Commerce Site: The Results
#SMX #13A @stonetemple
“Ebay has invested heavily in AMP, and remains fully committed to it. (We are) focused on rolling AMP out to more of our site, and we know that speeding up pages helps improve the customer experience leading to better e-commerce conversion.”
Pete Dainty, Ebay, October 6, 2017
#SMX #13A @stonetemple
Myth 2 Busted!
AMP can’t be Used for
E-commerce Sites
#SMX #13A @stonetemple
Myth 3
Build it and They Will Come
#SMX #13A @stonetemple
Profile #4 – Lead Gen Site with Blog Content
Wordpresssite
Started with AMP Automatic Plugin
Switched to AMP for Wordpress
Converted 61% of pages
3 to 4 weeks to implement
#SMX #13A @stonetemple
Profile #4 – How Did the AMP Pages Perform?
Page TypePages / Session
Session Time Bounce Rate
Non-AMP 1.27 52.78 86.7%
AMP 1.04 17.47 95.7%
% Increase 82% 33% 110%
#SMX #13A @stonetemple
Profile #4 – Why Did the AMP Pages Underperform?(Broken Hamburger Menu –
No Call to Action)
#SMX #13A @stonetemple
Profile #4 – Improvements: Fixed Hamburger Menu,
Added Clear CTA
#SMX #13A @stonetemple
Profile #4 – Did Our Improvements Help (Time on Site)?
#SMX #13A @stonetemple
Myth 3 Busted!
Build it and They Will Come
#SMX #13A @stonetemple
Profile #4 – Did Our Improvements Help?
But They Also Have a Tracking Problem
Pages / Session Session Time Bounce Rate
Non-AMP 1.27 52.78 86.7%
AMP 1.08 32.99 93.9%
% Increase 85% 63% 108%
Before Improvements
82% 33% 110%
#SMX #13A @stonetemple
Sidebar 2: What is the Analytics Problem?
#SMX #13A @stonetemple
Tracking Users in AMP
#SMX #13A @stonetemple
AMP Analytics– What are the Resulting Problems
Will show Pages Per Session as very close to 1.0
Bounce Rate will be very high (greater than 90%)
Session Time will be very short
#SMX #13A @stonetemple
The Session Stitching Solution
#SMX #13A @stonetemple
Myth #4
AMP Sites are Stripped
Down
#SMX #13A @stonetemple
Profile #5: Standard Mobile Page for Stone
Temple Site
#SMX #13A @stonetemple
Mobile Responsive PageAMP Plugin Page (AMP
Automatic Plugin)
#SMX #13A @stonetemple
Profile #5: Stone Temple AMP Metrics
ALL PAGES SessionsBounce Rate
Pages / Session
Avg. Session Duration (Secs.)
AMP 2,352 94.26% 1.07 22.36
MOB GOOG 3,819 85.60% 1.32 55.00
DSK GOOG 20,640 77.38% 1.43 76.00
#SMX #13A @stonetemple
Mobile Responsive Page Hand Crafted AMP Page
#SMX #13A @stonetemple
Myth 4 Busted!
AMP Sites are Stripped
Down
#SMX #13A @stonetemple
#SMX #13A @stonetemple
Keys to Success
1 •Embrace AMP’s Goals
2•Follow Through
to a Complete Implementation
#SMX #13A @stonetemple
New Study Released on
October 9, 2017
stonet.co/sosamp
#SMX #13A @stonetemple
Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge
ThankYou!
Stone Temple Consultingsales@stonetemple.com@stc_corp(508) 879-0995
#SMX #13A @stonetemple
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
Recommended