When it comes to great mobile experiences, speed matters most – for both customer and brand
After analysing the results, it became clear that this was the most successful A/B test Tele2 ever did
Set up an A/B test with AMP to measure the impact faster load times would have on their revenue
uplift in click-through rate
A full eight weeks of the A/B test showed 56% uplift in click-through rate, guiding more users quickly to the first steps of their purchase. As a result, the e-commerce conversion rate also benefited, with more customers buying from the faster AMP page.
The quicker load times were apparent instantly, with the AMP page loading 66% faster than the non-AMP version. And after just a few weeks of testing it was clear that these faster load times had a positive impact on conversion rates.
The result was spectacular. We A/B tested this setup in Google Ads with no additional marketing budget. We expected the AMP page to increase our paid search performance but the increase in conversion rate was above everyone’s expectations.