Campmor Inc.’s top priority for its mobile site is ensuring it loads quickly.

“Every little millisecond and every little minute change that can improve conversion rate matters,” says Nick Scilingo, director of marketing and e-commerce at the retailer of outdoor gear and hiking equipment.

That mindset led Campmor to Google’s Accelerated Mobile Pages (AMP) technology when the search giant expanded the project beyond publishers’ sites last year. AMP allows retailers to build lightweight mobile pages that load extremely quickly, typically within one second, when a consumer clicks to a mobile site from smartphone search results. Mobile search is particularly important for Campmor given that mobile search accounts for 31% of the retailer’s traffic.

To develop AMP pages, developers have to code the HTML using rules set by Google, such eliminating custom Javascript, in order to ensure the pages load extremely fast. AMP also uses AMP Cache, which is Google’s content delivery network that validates every page works and doesn’t depend on external resources, such as suggested products powered by an e-commerce technology vendor. Instead, coders have to build in these features using Google-approved specifications.

Even though the AMP site’s product pages are not as rich as Campmor’s desktop pages, they are producing significant results: Since deploying the pages in March, mobile consumers

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