amplify your digital marketing: lessons from 10+ case studies by eric enge
TRANSCRIPT
![Page 1: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/1.jpg)
#SMX #13A @stonetemple
Lessons From 10+ Case Studies
Time to AMP-lifyYour Digital Marketing
![Page 2: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/2.jpg)
#SMX #13A @stonetemple
Lessons From 10+ Case Studies
Time to AMP-lifyYour Digital Marketing
![Page 3: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/3.jpg)
#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:
![Page 4: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/4.jpg)
#SMX #13A @stonetemple
New Study Released on
October 9, 2017
stonet.co/sosamp
![Page 5: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/5.jpg)
#SMX #13A @stonetemple
Very Brief AMP Background
![Page 6: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/6.jpg)
#SMX #13A @stonetemple
The AMP News Carousel is a
Huge UI Change in the
Mobile Environment
![Page 7: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/7.jpg)
#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
![Page 8: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/8.jpg)
#SMX #13A @stonetemple
![Page 9: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/9.jpg)
#SMX #13A @stonetemple
But…
![Page 10: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/10.jpg)
#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
![Page 11: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/11.jpg)
#SMX #13A @stonetemple
Source: 9to5Google.com
Poll Asking if Users Look for the AMP Symbol
![Page 12: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/12.jpg)
#SMX #13A @stonetemple
4 AMP Myths
![Page 13: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/13.jpg)
#SMX #13A @stonetemple
Myth 1
AMP Only Benefits
News Sites
![Page 14: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/14.jpg)
#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
![Page 15: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/15.jpg)
#SMX #13A @stonetemple
Profile #2 – Real Estate Site AMP Metrics
![Page 16: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/16.jpg)
#SMX #13A @stonetemple
Myth 1 Busted!
AMP Only Benefits
News Sites
![Page 17: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/17.jpg)
#SMX #13A @stonetemple
Sidebar 1: How Does a Progressive Web App
Help Speed?
![Page 18: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/18.jpg)
#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
![Page 19: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/19.jpg)
#SMX #13A @stonetemple
![Page 20: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/20.jpg)
#SMX #13A @stonetemple
Myth 2
AMP can’t be Used for
E-commerce Sites
![Page 21: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/21.jpg)
#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
![Page 22: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/22.jpg)
#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
![Page 23: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/23.jpg)
#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
![Page 24: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/24.jpg)
#SMX #13A @stonetemple
Myth 2 Busted!
AMP can’t be Used for
E-commerce Sites
![Page 25: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/25.jpg)
#SMX #13A @stonetemple
Myth 3
Build it and They Will Come
![Page 26: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/26.jpg)
#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
![Page 27: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/27.jpg)
#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%
![Page 28: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/28.jpg)
#SMX #13A @stonetemple
Profile #4 – Why Did the AMP Pages Underperform?(Broken Hamburger Menu –
No Call to Action)
![Page 29: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/29.jpg)
#SMX #13A @stonetemple
Profile #4 – Improvements: Fixed Hamburger Menu,
Added Clear CTA
![Page 30: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/30.jpg)
#SMX #13A @stonetemple
Profile #4 – Did Our Improvements Help (Time on Site)?
![Page 31: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/31.jpg)
#SMX #13A @stonetemple
Myth 3 Busted!
Build it and They Will Come
![Page 32: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/32.jpg)
#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%
![Page 33: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/33.jpg)
#SMX #13A @stonetemple
Sidebar 2: What is the Analytics Problem?
![Page 34: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/34.jpg)
#SMX #13A @stonetemple
Tracking Users in AMP
![Page 35: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/35.jpg)
#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
![Page 36: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/36.jpg)
#SMX #13A @stonetemple
The Session Stitching Solution
![Page 37: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/37.jpg)
#SMX #13A @stonetemple
Myth #4
AMP Sites are Stripped
Down
![Page 38: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/38.jpg)
#SMX #13A @stonetemple
Profile #5: Standard Mobile Page for Stone
Temple Site
![Page 39: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/39.jpg)
#SMX #13A @stonetemple
Mobile Responsive PageAMP Plugin Page (AMP
Automatic Plugin)
![Page 40: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/40.jpg)
#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
![Page 41: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/41.jpg)
#SMX #13A @stonetemple
Mobile Responsive Page Hand Crafted AMP Page
![Page 42: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/42.jpg)
#SMX #13A @stonetemple
Myth 4 Busted!
AMP Sites are Stripped
Down
![Page 43: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/43.jpg)
#SMX #13A @stonetemple
![Page 44: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/44.jpg)
#SMX #13A @stonetemple
Keys to Success
1 •Embrace AMP’s Goals
2•Follow Through
to a Complete Implementation
![Page 45: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/45.jpg)
#SMX #13A @stonetemple
New Study Released on
October 9, 2017
stonet.co/sosamp
![Page 46: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/46.jpg)
#SMX #13A @stonetemple
Eric [email protected]@stonetemple+Eric Enge
ThankYou!
Stone Temple [email protected]@stc_corp(508) 879-0995
![Page 47: Amplify Your Digital Marketing: Lessons From 10+ Case Studies By Eric Enge](https://reader034.vdocument.in/reader034/viewer/2022051710/5a664fdc7f8b9a47688b5347/html5/thumbnails/47.jpg)
#SMX #13A @stonetemple
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX