I did actually split test. I had traffic going to both types of our landing pages. I didn't like the AMP results but there wasn't enough traffic yet to draw the conclusion, so I just put all the traffic there and measure across time periods a bit.
As for seasonality, that's a fine argument. But overall traffic was consistent across these weeks measured. Also, our conversion rate was awesome through US holidays like July 4. Also, as soon as I got rid of AMP, immediately our conversion rate is back. It's pretty stark how bad AMP was for us.
Ah ok that make sense. Not sure how you measure conversion, but in our case (I’m in B2C ecommerce) both traffic and conversion often fluctuates, so if one is stable doesn’t mean that the other won’t move.
As for seasonality, that's a fine argument. But overall traffic was consistent across these weeks measured. Also, our conversion rate was awesome through US holidays like July 4. Also, as soon as I got rid of AMP, immediately our conversion rate is back. It's pretty stark how bad AMP was for us.