Case Study: AMP In Action


Reader Interactions


  1. Jeannie Hill says:

    Great to see a solid case study to move much of our guesses into the realm of how Google regards AMP pages. I too, have implemented AMP on several sites and find it has been a bit up and down, but more up overall. It is still so new. As Google continues to test and make improvements, we expect to see it of significant value for many niche sites whose traffic is largely mobile. For others, going AMP may mean that they gain better mobile user engagement.

    • Jill Caren - 2Dogs Media says:

      Thanks @disqus_EFVpekJGou:disqus — we have seen a couple of websites that did not have that big affect, mostly smaller sites that had minimal organic rank to begin with. But if a website has rank — it is so worth it from what we have seen. It will be interesting to see where this goes! ๐Ÿ™‚

  2. Colby says:

    I had my eye on AMP last year and after seeing Carol’s blog post on and your case study I decided to take the plunge. Here’s a little about my blog and my results. To answer your questions:

    1. A large part of my traffic is mobile.
    2. Traffic to my site is pretty good.
    3. Not an image or video heavy site.
    4. I have a lot of keywords ranking well.

    AMP has only been up on my site for 6 days and here are my results compared to the trailing 6 days:

    Sessions have increased 11.21%
    PageViews have increased 6.35%

    However, on the not so good side my bounce rate is up 4.29%. Also, after peeking in my Search Console I can see that the AMP pages have a higher position, but the CTR is mixed. Some page CTR’s are up and some are down. AdSense has been stripped from all the AMP pages so that revenue is also obviously down.

    One questions if you don’t mind. What can I do to decrease my bounce rate on AMP pages? I’m assuming the increase in bounce rate has to do with the fact that the sidebar, navigation and footers have all been stripped from the original page. Is there anything you have done to mitigate the bounce rate?

    Overall I’m enjoying positive results from my AMP experiment. One more question: do you know how I can get my WordPress pages converted to AMP? Right now I’m using the AMP plugin by Automattic to convert my posts to AMP. Thanks and let me know if you have any questions.

  3. Jill Caren - 2Dogs Media says:

    Hi Colby, those are pretty good results! I would not worry too much about the bounce rate, by nature blogs have high bounce rates and 4% is not that bad of a difference. Also depending how your search results for AMP pages are being shown, they could be “swiping” through articles which could show as a hit……even if they are not really viewing the full page. There are just too many variables that can cause bounce rate issues… is hard to pinpoint without knowing your site well.

    But do make sure you do have a menu on your amp pages so people can click through to other pages if they so wish. You should also have a “go to regular” website link somewhere…usually in the footer to try and encourage people to go to your regular website. I would focus more on time on the page since that is what is more important here — are they really taking the time to read the article?

    Also, you can add adsense to your AMP pages…I am assuming you are using WordPress – if so you can use Advanced AMP ads plugin to do this.

  4. Colby says:

    Thank you. I have a navigation menu at the top and a “go to regular” website link on the bottom of the pages. My avg time on page is up 4.73%, but my avg session duration is down 13.89%. So it does seem they are taking more time to read the page, but are clicking to other pages less often. I’m going to see if I can work on improving my bounce rate and CTR. By the way, I loved the case study. Thank you for sharing.

  5. Chris Trynkiewicz says:

    Looks like your Bounce Rate is insanely high – 95%. There’s no point in having more visits if they don’t convert or even see 2 pages of your site. You might want to reconsider if enabling AMP was worth it.

    • Jill Caren says:

      Hey Chris! Great point – but this is a blog which typically have high bounce rates so this was not a concern for them. I would not recommend AMP for a service base business that needed to worry about conversions – but for a blog with a lot of scripts and code it made sense as it greatly decreased load time. We only recommend it for sites that have a high load time even with mobile and just cannot get it any faster.

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