An AMP Case Study
Campmor is a recreational, outdoor equipment retailer that was established in Bogota, New Jersey in 1978.
Campmor sells outdoor camping gear and camping equipment, such as tents, sleeping bags, clothing, footwear, and more. In its early years, it was primarily a mail-order company with a single retail store in Paramus, New Jersey. The company evolved to an online model, launching its eCommerce site in 1998.
Basics of the Implementation
Campmor was looking to increase conversions and revenue from mobile traffic, which was outpacing desktop. To do this, Campmor re-focused its efforts on improving page-load speed, as steady performance enhancements had already proven a positive ROI. Campmor selected WompMobile, a development agency and software platform, to develop Accelerated Mobile Pages as a strategy to stand out in search results and to increase user engagement.
The Campmor site runs on IBM WebSphere. Total implementation, from engineering to production, was 35 days. More than 25,000 pages were converted to AMP, including the home page, category and product listing pages. Initial implementation took place in 2016 and, at that time, many of the AMP components that, today, enable rich, eCommerce functionality were not available. The pages were later rebuilt with AMP Bind, AMP State and AMP List in order to produce full-feature parity with the canonical mobile pages.
The AMP pages examined are alternate versions of the main site, used specifically across acquisition channels, such as Google, Bing and most social-sharing platforms. As users discover and land on an AMP page – delivered from the Google cache – and then click to engage, they enter the main site, on the desired page.
The site uses Google Analytics and the Client ID API to stitch the sessions that start on AMP pages and continue to the regular site, allowing for accurate tracking.
As of August 2018, 82% of organic traffic goes to AMP pages. Overall results were:
- Average position improved from 9.33 to 7.37 for the top 500 non-branded keywords
- 54.5% conversion rate increase
- 18.7% increase in organic sessions
- 20% decrease in bounce rate
- 28% increase in order volume for mobile, organic traffic