amplify your digital marketing: lessons from 10+ case studies by eric enge

#SMX #13A @stonetemple

Lessons From 10+ Case Studies

Time to AMP-lifyYour Digital Marketing


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:


New Study Released on

October 9, 2017

stonet.co/sosamp


Very Brief AMP Background


The AMP News Carousel is a

Huge UI Change in the

Mobile Environment


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


But…


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


Source: 9to5Google.com

Poll Asking if Users Look for the AMP Symbol


4 AMP Myths


Myth 1

AMP Only Benefits

News Sites


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


Profile #2 – Real Estate Site AMP Metrics


Myth 1 Busted!

AMP Only Benefits

News Sites


Sidebar 1: How Does a Progressive Web App

Help Speed?


• Prefetches content.

• Increases online performance by reducing network requests for certain assets.

• Allows website to function offline.

The Key is Service Workers


Myth 2

AMP can’t be Used for

E-commerce Sites


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


Landing Page Load Time

Reduced by 65%

Bounce Rate Reduced by 40%

Mobile Revenue Increasing

Profile #3 – E-Commerce Site: The Results


“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


Myth 2 Busted!

AMP can’t be Used for

E-commerce Sites


Myth 3

Build it and They Will Come


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


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%


Profile #4 – Why Did the AMP Pages Underperform?(Broken Hamburger Menu –

No Call to Action)


Profile #4 – Improvements: Fixed Hamburger Menu,

Added Clear CTA


Profile #4 – Did Our Improvements Help (Time on Site)?


Myth 3 Busted!

Build it and They Will Come


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%


Sidebar 2: What is the Analytics Problem?


Tracking Users in AMP


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


The Session Stitching Solution


Myth #4

AMP Sites are Stripped

Down


Profile #5: Standard Mobile Page for Stone

Temple Site


Mobile Responsive PageAMP Plugin Page (AMP

Automatic Plugin)


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


Mobile Responsive Page Hand Crafted AMP Page


Myth 4 Busted!

AMP Sites are Stripped

Down


Keys to Success

1 •Embrace AMP’s Goals

2•Follow Through

to a Complete Implementation


New Study Released on

October 9, 2017

stonet.co/sosamp


Eric [email protected]@stonetemple+Eric Enge

ThankYou!

Stone Temple [email protected]@stc_corp(508) 879-0995


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