Set up an A/B test with AMP to measure the impact faster load times would have on their revenue
Tele2’s E-Commerce Manager and CRO Specialist teamed up to identify the most popular product page to setup their first test. The developers then built an identical version of the product page in AMP. They performed thorough quality assurance to verify that the two pages looked and functioned identically - this is crucial for setting up a fair test that isolates speed as the only variable. At this stage, it was also important to ensure that measurement and analytics were set up properly to allow the CRO team to compare conversions from both pages. The telco’s digital performance agency iProspect set up an A/B test for this page using Google Ads Drafts & Experiments. To test the impact of overall performance they created a 50-50 traffic split of mobile search towards AMP and non-AMP.
This A/B test clearly demonstrated to Tele2 and iProspect just how much speed can influence conversion rates, and confirms that there is a huge opportunity in the telco industry to improve the user experience by speeding up. Now, the marketing and product teams are expanding the experiment to all traffic sources and investing in further speed improvements.
